Crystal, a leading bottled water brand in Thailand, has launched a THB 100 million marketing campaign for the fiscal year 2025 (October 2024 – September 2025) focusing on emotional marketing including partnering with the Tourism Authority of Thailand (TAT).
The partnership with TAT is to promote tourism in Thailand and associate the brand with relaxation and natural beauty. This aligns with Crystal’s strategy of focusing on added value for the brand, such as building emotional connections, rather than using price competition strategies.
The “Crystal: Connecting You to Blue Spaces” campaign features Thai actor and model Naphat Siangsomboon as the presenter presenting a story of relaxation from traveling, linking it with “Blue Space” or natural tourist attractions such as waterfalls, the sea and mountains. Consumers can scan the QR Code on the label to watch the commercial and experience a virtual tour of each tourist attraction.
Thai Drinks Co Ltd, the manufacturer of Crystal Drinking Water, revealed the overall bottled water market in October 2023 – September 2024 was valued at THB 45.74 billion, representing a growth of 6.1%, citing Nielsen IQ data.
Crystal was able to maintain the number one market share at 17.9% and grow by 4.4%. This growth was driven by a 7% increase in sales through modern trade channels, particularly due to its return to Lotus stores, and a 5% increase in traditional trade channels.
