Is the Cola War really over as reported a while back in the article How Pepsi Lost Cola War Against Coke? Not in Thailand, where a new chapter has just begun. Last November a new cola brand appeared in shops and restaurants all over the country.
est – the Beverage that Reignites the Cola War in Thailand
The new brand is called est (เอส). Have a look at est’s commercial, which features one of Thailand’s biggest Superstars, Bie.
The CEO of the company, fueled by a dispute with Pepsi, predicted to be in the number two spot nationwide within a few months. At that time, I didn’t think that would happen. Well, it did. est (เอส) now occupies the second position with 19% with Pepsi coming in third with 15%. The cola war in Thailand is in full swing!
Not too long ago, Pepsi was the leader in the Thai market with 48% and Coca Cola was playing catch up. Coca Cola is the clear winner of the cola war in Thailand so far. Its market share has shot up to 50%. How did it happen in such a short time? Watch the video below to find out. Or head over to Tasty Thailand and read a synopsis of it.
The most important lesson to take away from this is to make every attempt to better understand Thai culture. I consider it the first and foremost thing to do when living in Thailand, as it will make your stay all that much more pleasant.
Have you tried “est”? What do you think about it? Do you like it? Leave a comment below with your verdict.