Campaign details

Brand: Scotch
Brand owner: S & Sons Tradings Co., Ltd.
Lead agency: PHD Thailand
Country: Thailand
Industries: Functional food, supplements
Media channels: Content marketing, Online video, Social media, Television, Word of mouth, influencers
Budget: 1 - 3 million

Executive summary

Scotch Bird’s Nest – a health product in the ready-to-drink (RTD) space – faced an uphill struggle: Scotch’s share was stagnant in a category where 70% is controlled by one player, Brand’s.

Thus, perception was key, and Scotch Bird’s Nest sought to improve brand love by getting audiences to not just love the product but to ‘believe’ in it.

Heritage is often vital to brand loyalty, which was our biggest weakness compared with our main competitor, whose history is more established.