The campaign comes in advance of a proposed regulatory change that will prohibit drink manufacturers from advertising product benefits or showing packaging on broadcast or print media without an accompanying warning. The regulations are expected to come into effect in December.
The sports drink will shift its focus from attempting to build product knowledge to building goodwill for the drink’s producer, Champ Thai Beverages, said Siam PR MD Premsiri Nimitmongkol.
Siam PR will be concentrating on media relations, consumer events and corporate comms. Its first task will be to develop a CSR project involving trishaw drivers, a form of pedal-powered transport that is popular in South-East Asia.