est Introduces Major Brand Restyle Launching innovative colorful packaging and inviting teens to Change for the Better


est Introduces Major Brand Restyle Launching innovative colorful packaging and inviting teens to Change for the Better

Business Press Releases Wednesday October 8, 2014 11:59

Bangkok–8 Oct–Aziam Burson-Marsteller

Thailand’s cool-est soft drink, est, announced that with its major est brand restyling it is aiming to become the ‘soft drink market innovation leader’ in Thailand’s Bt45-billion-carbonated soft drinks (CSD) market. In order to expand its fan base into new markets, est has introduced a new brand attitude to encourage teens to change and discover the new world under the ‘Change for the Better’ brand attitude. The company is introducing the new logo design, which infuses a vibrant & powerful est – unique identity with the appearance of a galactic whorl and an ‘S’ background style together with new packaging that comes in bright & playful colors. These great tasting products are available from today onwards.

According to Mr. Dhitivute Bulsook, President of Sermsuk Public Company Limited, ‘est has continually received great feedback for nearly two years. Recently, we introduced two innovative packages – the 16-ounce “est Berm” and 1.6-liter “est Yak”, which are bigger, super value sizes that offer more profit for retail shops. We also launched ‘est Free’, the first-ever Thai sugar-free, calorie-free CSD brand that received good acceptance from consumers, especially in terms of its great taste and outstanding package design that resonates with the new generation.

At the same time, we were able to connect with gen-est consumers via the ‘est Free…Live Free, Free Form Party’, and sampling caravans that reached consumers nationwide.’

Mr. Dhitivute added, ‘est continues to increase its penetration in Thailand’s CSD market after debuting nearly two years ago. Our goal is to become the ‘soft drink market innovation leader’ by offering new world experiences for gen-est – the generation that enjoys novelty, differentiation, and acceptance by others but are worried about changing. Therefore, the est brand restyle is enabling and motivating new generation consumers to change themselves to help create a better world under the ‘Change for the Better’ brand attitude.

“This is not just about changing the packaging and logo, but it is our initiation to change the attitudes of the new generation to love brand ‘est’ and dare to open up to the great-est experience with us. This major brand restyling move will be our driving force towards our launch in the global market. We have restyled new product packaging under the ‘Change for the Better’ concept as an inspirational start to inviting teenagers to make the difference.

Key restyle tools include the restyling of the est logo, which emerges from the letter S and the majestic galaxy-like spiral form. The unique word ‘est’ itself is rendered in white, blue and red consecutively. The new look of ‘est Color’ including ‘est Strawberry’, ‘est Orange’, ‘est Cream Soda’, and ‘est Clear’ in all PET bottles and cans is restyled into a fashionable-looking drink with vibrant color packages and offering great taste that will surely hit the hearts of teens’. The new est cans & PET bottles are available from today onward.

Apart from the restyling of est packaging, we have also prepared an exclusive ‘Let’s est together’ experience by partnering with the country’s great-est indie music label, Small Room, to bring talented indie artists to jam at the est restyle launch event ‘Let’s est Party’ on Thursday 16th October held at the ZEN Event Gallery, 8th floor, Central World. More information can be reached through est Cola facebook and,’ concluded Mr. Dhitivute

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