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A Cola War Made in Thailand

Posted by Claudio on April 19, 2013 in Living in Thailand |

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

est - reigniting 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.

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1 Comment

  • Frank Gould says:

    Very interesting. I once studied the cola markets back in college which consisted of a similar cultural war. Then they diversified to conquer the snack markets. It appears that EST has done a great appearance job in that it keeps the red, white, and blue colors but blurs the East/West name with just EST. Throw in a celebrity with powerful presence and voila! You have a powerful campaign, especially when the competition makes a mistake. Yet, it appears that Coke really won the war with a double digit lead. Thanks for sharing.

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