F&B House promotes new drink product in Thailand

Arunporn Anugulpriboon, managing director of F&B House, said the campaign will include TV commercials, radio spots and print advertisements out next month. In addition, road shows commenced two weeks ago at office buildings, tourist destinations, golf courses, hospitals, temples and dharma practice centres in areas around Bangkok.

Famous Buddist monk Maha Sompong stars in the TVC while culinary professor Yingsak Jonglertjesdawong features in the radio spot, promoting the product to build consumer confidence. 

Lalana Flower Drinks is positioned as a drink that uses natural extracts from the lotus flower, a selling point F&B House uses to differentiate itself from other players in the market.

F&B House has established proactive strategies to create awareness among the younger generation, which is seen as a more health-oriented consumer group. It is reported that it hopes to achieve US$2.3 million in sales of Lalana Flower Drinks in the first year, and up to US$3.23 million the following year.

Besides selling directly to customers, the brand is also looking to reach the broader market through retail channels and grocery stores. It has also entered into an agreement with Thailand Post to operate a direct order service.

Anugulpriboon added that it is looking at the possibility of exporting the drink product to other countries in the region.