How to build an enduring, powerful brand image for CarabaoDang that differentiates it from the competition?

How to build brand awareness of CarabaoDang all over the country within a short period of time?

Achieve a 10% share of the 14 billion baht energy drink market within 1st year

Better Ideas
CarabaoDang energy drink pays homage to the fighting spirit of Thailand’s past heroes, and honors their exploits as they fought - throughout the years - for Thailand, our way of life, and our natural environment. Pay tribute to the great fighters.

Build the CarabaoDang brand personality based on the proud nationalism, idealism, and compassion of country singer Ad Carabao

Created 2-step campaign launch beginning with a Teaser in the form of a question to spark curiosity, followed up by an answer on a TVC that was made to look like a news scoop, immediately followed by the launch of the Thematic TVC.

Better Results
After 5 months in the market, CarabaoDang has already captured 25% market share, and still rising.

The best selling energy drink within two weeks of launch.

“Far East DDB’s thorough understanding of us and the Energy Drink market has resulted in a solid ‘BRAND FOUNDATIONS”. It is very important that we get our brand position right. Far East DDB has helped us achieve that.”

- Kamoldist Smuthkochorn
Director & Marketing Team Leader