K RATING D AENG (KD)

4.1.1 Background of the brand

Krating Dang is a sweetened, non-carbonated energy drink. The brand was originated in Thailand by Chaleo Yoovidhya in 1976 and later was brought to an international market in 1987 by an Austrian entrepreneur, Dietrich Mateschitz. Mateschitz was impressed with Krating Daeng after he had tried it and discovered that it helped him cure his jet lag (Wikipedia, 2013). He later became a business partner and brought the brand to Austria where he repackaged and repositioned the brand to target college students as well as reproduced it as a carbonated drink to be sold as mixers with alcoholic drinks in bars. The

Slogan: “the goal is to be pursued”

Product type: low involvement Consumers‟ feedback:

-Generally transported into the ad.

-Strong emotions due to personal relevance.

-Change in attitude and behavior due to feeling of guilt.

-Positive attitude and evaluation toward the ad and the brand.

Brand: Krating Daeng (KD)

https://www.youtube.com/watch?v=t5R4DsE7z8I

brand is later known as Red Bull and is renowned globally by having its presence in over 160 countries (Business Intelligence, 2012). Today, Krating Dang holds 16 per cent market share which makes it the third largest energy drink brand in Thailand. Krating Daeng is also expected to grow annually by 5 per cent since 2011 because of its affordable price that matches its targeted audiences i.e. a price of 10-15 Baht per bottle. Although, the main ingredients contained in both drink are the same, Krating Daeng remains a non-carbonated drink in Thailand (Chalernvanichakorn, 2013).

4.1.2 Advertising description

Krating Daeng has recently launched a new TVC in March 2012 with the slogan, “Pao Mai Mee Wai Poong Chon”, which means “the goal is to be pursued” in Thai. The ad depicts a story of a mother who comes to visit her son who lives in the city. The ad can be found at:

http://www.youtube.com/watch?v=t5R4DsE7z8I. Narrative of the ad can be found below.

“Everybody has a goal in life, but what have they forgotten along the way?

Son: “Mom, how did you get here?”

Mother: “Non, how are you doing, my dear?”

Forgot to eat…

Son: “I’ll take a shower now.”

Forgot to go home…

Mother: “Non, come and eat.”

Son: “I’m late. Gotta go. Bye, mom.”

Forgot to water the plants…

Forgot to clean up…

Forgot to care…

Forgot to take care of themselves…

Forgot the past…

Forgot the time…

Forgot somebody‟s hope…

Forgot who loves them most…

Mother: “I’m leaving now my dear. Take care.”

Son: “Yes, I will.”

Text read, “A goal is to be pursued.”

Sometimes a goal in life is to just make someone happy. --Krating Daeng--.”

4.1.3 Consumers’ reactions

KD‟s product is considered a low involvement product according to the Thai online consumers. Consumers agree that the ad has an impact on them and feel transported into the ad, both at emotional and cognitive level. At the emotional level, consumers admit that they cry when they see the ad, for examples,

“It is the only eating scene that makes me cry, you cannot find this anywhere else…”

“Can you believe that I cry every time I watch this ad? I have been away from home and lived in Bangkok for 18 years. I haven’t been back home since. Miss you mom.”

“I watch this ad for the first time, I am a guy and I cry without feeling embarrassed. This ad has taken my heart…”

At the cognitive level, consumers mention that the ad makes them realize that they should have thought about setting a goal in life and actually do it. Consumers also mention that they should care more about their mothers and should start thinking about becoming monks as the Thai culture embraces it very much if the sons become a monk for their mothers (even if only temporary for a few weeks). After viewing the ad, consumers learn to appreciate even more the love and care that their mothers have always given them.

One of the reasons that make consumers experience such strong emotions in this ad is because most Thai consumers can easily relate to the story presented in the ad. In other words, they are reminded of their real-life experiences by what they see in the ad. Once this connection is established, it makes it much easier for consumers to relate to the ad emotionally, for example,

“When the mother peeled the fried fish for the boy, it reminds me of my life now. Every time we sit together for dinner, especially, when there is fried fish on the table, mom will feed us kids first (I notice it many times).

Sometimes, she is still doing that even we are already grown-ups like 20 something years old. I watch this ad for the first time, I almost cried. When my heart is broken, there’s mom who is always there for me to give me advice. I love you, mom.”

Some consumers are mothers who mention that the ad depicts a real-life situation for them i.e. taking care of their working sons and daughters. They have mentioned specifically that this ad has improved their sons and daughters behavior such that they become more concerned about and take care of them after seeing the ad, for example,

“I am a mother taking care of a son. As we were sitting together at home one evening, watching TV, this ad showed up. Since then, I can see that he behaves nicer to me, taking care of me and all. I can see that he cares for me.”

Moreover, there is a change in attitude and behavior among consumers due to the feeling of guilt. In this case, consumers show a positive attitude toward the ad and the brand. They do not only express the desire to become a monk, but some of them actually became monks because of the ad. This can be traced back to the fact that consumers may feel guilty about themselves in some ways and that they want to make up for it, e.g. not being able to come home and take care of their moms. Furthermore, consumers agree that the ad creates awareness and stimulates moral consciousness and responsibility toward one‟s life and others who love and take care of them, for example,

“In 10 days I will be a monk for my mom. For the past 20 years, I never pay attention or take care of her, but she always takes care of me. Today, I just understand how much my mom loves me. I never know that she loves me more than what my lover loved me. I am sorry that I upset you. But from now on, I will take care of you. I love you and I will become a monk for you.”

Also interestingly, most consumers mention that their first reaction when they see the ad is that the ad belongs to Thai Life Insurance, but they recognize that it is a KD ad when they see the slogan, “the goal is to be pursued.”

In sum, consumers seem to be transported into the narrative of the ad since there is a strong evidence of change in consumers‟ attitudes and behaviors. Consumers tend to generate more narrative thoughts such as thoughts about the characters and reduce critical thoughts such as thoughts that are different from their expectations. They become more receptive to transport to the ad emotionally and cognitively as a result.