Est Cola in Thailand has released new packaging with positive messages on the pack, designed to be read upside down, encouraging people to “Rise Up” again with every sip. The packaging also features a serene blue sky and cloud motif. This new campaign reinforces the brand’s “Born to be Awesome” concept, further cementing the brand’s appeal among Gen Z.
For this summer, “est Cola, Look Up Together” invites Gen Z to create a “Look Up” culture, seek new experiences and find new inspirations. Est Cola has enlisted top-tier presenters representing all aspects of Gen Z culture: Thai singer and actor Jeff Satur, Thai model and actor Meen Nichkhun and Thai YouTuber SpriteDer SPD, to ignite excitement and create a comprehensive marketing connection with Gen Z.
Est Cola is amplifying its Gen Z engagement through cutting-edge AI technology, enabling users to create personalized songs by scanning their cans and inputting their unique style.
Suphorn Denpaisarn, First Vice President and Chief of Non-alcoholic Beverage Business ā Thailand, stated that the rebranding with the ‘Born to be Awesome’ concept has been consistently successful, enabling est Cola to capture hearts and become a well-received carbonated beverage brand, particularly among Gen Z customers. This has led to est Cola experiencing consistently strong sales growth over the past two years, with a 19% increase in volume sales compared to the previous year (data from NielsenIQ, February 2024 – January 2025).
