Singha Drinking Water “Return Heart To Home”
Boonrawd Trading Co., Ltd.
INTRODUCTION
Singha Drinking Water holds No.1 market share in the drinking water industry due to the strength in the manufacturing and distribution process. Singha Drinking Water is the drinking water with the most prominent market share with 24.1% per year with 43% of sales contributed by PET SKUs (600ml and 750ml).Singha drinking water is one of the major products of Boonrawd Brewery Co. Ltd., which Thai people acknowledge in terms of product’s quality and brand reputation. Moreover, the brand saw an opportunity to launch the “Return Heart to Home” project to raise awareness of the issue and help find these missing children by creating nationwide an entirely new label on 50 million PET bottles (600ml and 750ml).
The Company’s strength ensures that everyone has access to good and clean water, but the Company still wants to give more. “Return Heart To Home” campaign used the opportunity which lies in every Singha Drinking Water bottle, in association with The Mirror Foundation, a private organization working on building societal improvements such as human rights, information technology, volunteering, and resources sharing, turning it into a chance of giving back to the society. The label on every bottle was used as a massive “Missing kid” announcement for five kids on Mother’s day, August 2019, to put the spotlight on these long lost kids and reaffirm everyone that it is all our duty to be a part of this, not just the family or the foundation because every little help counts.
FRAMEWORK AND STRATEGY
The “Return Heart To Home” campaign objective is to help identify and find five kids who had all been reported missing for 6-17 years from their families. The Mirror Foundation had previously used different media, both on out-of-homes and traditional media, but no luck was found. Case this magnitude requires a highly penetrative media that reaches all walks of life, no matter the sex, age, or location in which Singha Drinking Water is one of them. The label was then turned into sketches depicting the actual facial definitions of those five kids along with QR codes that will lead to additional information such as childhood photos, printed on 50 million 600 and 750 ml. Bottles and distributed nationwide via traditional and modern trade in August 2019 along with Mother’s day. Apart from the real goal of finding these missing kids, the campaign aimed to raise awareness of child abduction and encourage parents to take better care of their children through online and offline coverage and an interview with one of the missing kid’s moms.ACHIEVEMENT AND IMPACT
The campaign was widely discussed and shared on social media, newspapers, and TV networks. It was regarded as one of the most significant moments in 2019 from business media in Thailand. It is considered an enormous success in terms of creating awareness and inspiration for the five families. Although the kids are still missing until today, The Mirror Foundation disclosed that there’s a 3 times increase in tips and information. It is safe to say that now everyone is more aware of this type of danger, realises that everyone can all be the victim someday too, and can help make a change for those who already were.At the end, this campaign might not bring the children back home, but is aimed to raise awareness of child abduction and encourage parents to take better care of their children.
FUTURE DIRECTION
The “Return Heart To Home” campaign had achieved raising awareness for the Thai parents regarding missing kid issues. Singha Drinking Water will focus on the mission of the company, which is to give back to society, create new standards, and lead by example in the right direction.
Boonrawd Brewery Co.Ltd., established since 1933, is the first Thai
beer brewery and has since been the key player in the beer, soda and
beverage industry under the Singha and Leo brand.
Boonrawd Trading Co.Ltd., is the major part of Boonrawd Brewery Company, responsible for marketing and sales of Boonrawd Brewery products, including Singha Beer, Leo Beer, Singha Drinking Water, Soda Singha Water, Purra Mineral Water, and Masita Seaweed..
Boonrawd Trading Co.Ltd., is the major part of Boonrawd Brewery Company, responsible for marketing and sales of Boonrawd Brewery products, including Singha Beer, Leo Beer, Singha Drinking Water, Soda Singha Water, Purra Mineral Water, and Masita Seaweed..
