The Nation



Sermsuk celebrates est brand's first year, launches 850-millilitre returnable bottle

Dhitivute Bulsook, second from left, president of Sermsuk, together with other executives, kicks off the teen-targeted

Dhitivute Bulsook, second from left, president of Sermsuk, together with other executives, kicks off the teen-targeted

Sermsuk has launched a new 850-millilitre returnable bottle to mark the first anniversary of its est carbonated-drink brand.

It also kicked off a new "Let's est" campaign to connect with teenagers nationwide.

Whether teens are into fashion, music, sports, challenging activities or entertainment, "with 'est', you can enjoy the 'cool-est' lifestyles at any time", says the company's promotional campaign, which also states that the returnable bottle is ideal for all occasions at eateries, as well as at home.

Sermsuk president Dhitivute Bulsook said the "est phenomenon" would shake up the Thai carbonated-soft-drinks (CSD) sector after gaining overwhelming customer acceptance and acclaim during its first year in the local market. No other CSD brand would be able to match its record, he added.

Since its market entry, est sales have grown steadily and are expected to reach Bt8 billion this year. Est should achieve 15-per-cent market share and 98-per-cent brand awareness by the end of the year.

"Sermsuk is very proud of est. We have created a premium local CSD brand that meets international standards and puts us, on a par with other world-class brands. Achieving this in just one year was a great success.

"Est has become very popular with customers, retail stores, our business partners and - most important - the public, who have shown their preference for est in product trials, and subsequently became fans. We are very satisfied with our first-year performance," Dhitivute said.

"I would like to deliver my heartfelt appreciation to leading customers who believe in Sermsuk including the Central Group, Safari World, Black Canyon, Dunkin' Donuts, MK, Hot Pot and many more retail outlets nationwide. My thanks also go to our business partners and to Thai consumers who have given us tremendous support during our first year.

"We remain committed to delivering outstanding innovations and marketing campaigns, expanding our distribution channels, and growing our partner network," he said.

In the est commercial campaign, teenagers are inspired to join the "est-generation" to demonstrate their "coolness". The commercial, separated into 30- and 15-second versions, is currently airing on leading television stations.

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