M-150 X Tiger Brand, a New Marketing Collaboration of the Leader of Energy Drink and Building Materials

Tiger Brand, the market leader of cement that contractors are confident for more than 105 years from SCG’s Cement and Construction Solution business, and M-150, the market leader of energy drinks that is in the heart and popular among the workers for more than 35 years from the Osotspa Group, join force to launch a new marketing campaign "Fight Like a Tiger with Unlimited Spirit." This campaign is established to boost Tiger cement sales through the launch of M-150 with Black Ginger and Honey X Tiger Brand Limited Edition, targeting construction workers and contractors. Consumers can participate in this campaign through the Taem M program on Line by sending in the code under the lid to receive triple M points to redeem for exclusive premiums or join the chance to win big prizes all year round.

Mr. Siamrat Suttanukul, Chief Marketing Officer of the Cement and Construction Solution business, said that to stimulate the sale of participating cement products and offer privileges to plasterers, contractors and homeowners, who have been long supported Tiger Brand, it has launched a campaign "Fight Like a Tiger with Unlimited Spirit" in cooperation with Osotspa to release “M-150 Black Ginger with Honey X Tiger Brand Limited Edition” with a collaborative design concept. This special product combines the uniqueness of the M-150 and Tiger Brand to reflects the strength and power of fighters with unlimited spirit and is available from 1 May - 31 July 2021, along with the CRM program and many exclusive benefits through Taem M Line Official. The exclusive benefits include x3 Taem M with the opportunity to redeem premium items (polo shirts, t-shirts) that combine the essence of both the Tiger and M-150 in a beautiful design reflecting strength and pride of a fighter and are made by Warrix. A limited edition bags are redeemable as well. The points can also be used to win big prizes. It is expected that more than 50,000 builders and contractors will participate in this campaign and it will stimulate the sale of the construction materials store. This campaign also includes free tasting activities at the construction site and shops and the visibility tools displayed at both the construction material stores and M-150 shop network as both Tiger Brand and the M-150 mutually push this campaign in every channel. This collaboration creates a new invention in the market to reach target customers through the specific campaign developed from the strengths of both the Tiger Brand and M-150. This collaboration generates new ideas and opportunity to expand business in the future. Through the campaign "Fight Like a Tiger with Unlimited Spirit," Tiger Brand expects the sales of participating products, namely mixed cement products (Tiger Cement, Tiger Super and Tiger Super Plaster), ready-to-use mortar products, (only plaster and lightweight blocks plaster) and Tiger Adhesives product group, to grow more than 5-8% when comparing to the same period of 2020.

Mrs. Wannipa Bhakdibutr, President of Osotspa Plc., said “This collaboration between SCG and Osotspa is an important partnership of two big companies that have been in Thailand for over 100 years, helping to create a new invention through marketing campaigns that meet the needs of construction workers and other workers who are the main target group of both products. This helps expand the consumer base. Furthermore, our latest product M-150 Black Ginger, a mixture of the best Thai herbs that awaken the power and strength to overcome every task and obstacle, is perfectly compatible with the powerful image of the Tiger Brand. Using Taem M platform, this campaign will help develop a better understanding of the target consumer behavior and needs, as well as information for product and campaign development."

Mr. Sarayut Jitcharoongphorn, Chief Customer Development Officer, added, “M-150 has always been a leader in the energy drink segment and is well known to its target audience. This collaboration with Tiger Brand creates significant innovation that will help expand distribution channels to reach the main target consumers while attracting the attention of consumers through new channels of the Tiger Brand network. The collaboration of leaders from two different industries with the same objective is a 1 + 1 model that produces more than 2 results. It also reflects the innovative thinking of both parties who never stop working and always search for new inventions for consumers. It is definitely a good start for developing a cooperative marketing model in the future. "