est Partners with Netflix to Headstart the First “Squid Game Season 2” Campaign: “Dare to Be Awesome”
est Partners with Netflix to Headstart the First “Squid Game Season 2” Campaign: “Dare to Be Awesome” Strategy Engages Gen Z with Comprehensive Marketing, Featuring Limited Edition est CocoMansi Flavor with “Younghee” Design
Ms. Suporn Denpaisarn (Right), Head of Non-Alcoholic Beverages, and Ms. Weeraya Trijindara (Left), Senior Marketing Manager at Thai Drinks Co., Ltd.
est Cola, the popular Asian soft drink brand, is making waves in the carbonated soft drink (CSD) market through an exciting collaboration with Netflix to celebrate the highly anticipated return of Squid Game Season 2. Their grand year-end communication campaign, “est x Squid Game 2 Dare to Be Awesome,” is packed with dynamic marketing activities aimed at connecting with Gen Z, inspiring them to boldly pursue their dreams. As part of the campaign, participants can engage in challenges for a chance to win the gold prizes worth over five million baht. The campaign offers them a chance to test their courage and experience the new “est CocoMansi” flavor – a surprising and delightful blend of coconut’s rich aroma and the sweet-tart taste of calamansi, providing a refreshing and unexpected twist. The limited-edition packaging features “Younghee,” the iconic character from Squid Game, along with 0-9 numbered t-shirts on all other est flavors. Fans will have the opportunity to join the campaign to win gold prizes worth five million baht in this est x Squid Game 2 campaign.
Ms. Suporn Denpaisarn, Head of Non-Alcoholic Beverages at Thai Drinks Co., Ltd., said, “The collaboration between est Cola and Netflix, the world’s no. 1 streaming platform, has sparked excitement with the return of Squid Game, one of Netflix’s most-watched series worldwide. We believe the creative and innovative ‘Dare to Be Awesome’ campaign will resonate with both fans of the series and est enthusiasts in Thailand, who are eager to participate in the various activities. In addition, this campaign builds on the success of our ‘Born to Be Awesome’ campaign earlier this year, which boosted our growth rate by 21% (Nielsen IQ data from October 2023 to August 2024), surpassing the 10% growth of the CSD market (Nielsen IQ data from October 2023 to August 2024). We expect this new initiative to further expand our growth through the last quarter of 2024.”
“The ‘Dare to Be Awesome’ campaign reflects the brand’s DNA as a carbonated drink that embodies the energetic spirit of people throughout Asia, while also nurturing the dreams and passions of the new generation. It encourages young individuals to pursue their ambitions – whether in sports, singing, acting – mirroring the determination, dreams, and courage of contestants in the Squid Game series. This campaign marks one of the first large-scale collaborations with Squid Game Season 2 in Thailand, featuring the iconic ‘Younghee’ from the ‘AEIOU’ game on the limited-edition packaging of est’s newest flavor, ‘est CocoMansi,’ evoking the thrill and suspense of Squid Game.”
Ms. Joann Ngai, SEA Marketing Partnership Lead, Netflix (Thailand) Company Limited, said, “We are so excited to see this comprehensive 360 marketing campaign ‘est x Squid Game 2 Dare to Be Awesome’, along with limited edition products, come to life. We strongly believe this collaboration will excite everyone in Thailand, especially the new generation of consumers.”
The communications for the “est x Squid Game 2 Dare to Be Awesome” campaign will span both online and offline media, including digital out-of-home (DOOH) advertising in strategic areas, media at points of sale, and media on the Younghee train invading the city. Additionally, a new series of thematic video commercials will encourage everyone to embrace their inner player and fully engage in the experience. The campaign will create buzz through a free media phenomenon as over 100 “Younghee” installations will appear across the city. Lauren, or Mai Powerpuff Gay, will lead the team to challenge the first group of brave individuals to “taste of the brave” at popular tourist attractions throughout Bangkok, such as Banthat Thong rd. and Yaowarat rd., among others. Participants can join in by scanning the mysterious QR Code on the back of the “Younghee” packaging. Those who dare to participate are encouraged to come and scan it! In addition, the “est x Squid Game 2 Dare to Be Awesome” campaign’s promotion will invite the new generation to join the challenge to win gold prizes. Each prize is worth one million baht, totaling five million baht. To participate, simply collect and arrange three PET bottles or cans of any flavor featuring the design of the licensed numbers of the est x Squid Game 2 campaign (numbers 0-9). Then, scan the QR Code on the side of the PET bottle or can and submit the photo. You can enter the draw up five times from today until January 15, 2025.
Along with this campaign, est has launched its new flavor, “est CocoMansi,” which combines refreshing fizz, sweet coconut aroma, and tart calamansi, wrapped in a limited-edition design featuring “Younghee” on the front and back of the cans. This bold flavor challenges Gen Z to try “est CocoMansi” and get excited about the launch of a special souvenir collection from est x Squid Game 2, consisting of a limited-edition doll blind box, a Squid Game player jacket, a bag, a mug, and more, all available at 7-Eleven stores and leading retailers nationwide.
The launch event of “est x Squid Game 2 Dare To Be Awesome” was held at Block I, Siam Square on October 12. The event was well-received by over 30,000 new generation fans, well-known artists, celebrities, and the brave crowd, led by two Asian idol presenters, Jeff Satur and Ink-Waruntorn, along with Mikey-Panitan, Peak-Kongthap, Kao-Noppakao, Tate Myron, PP-Punpreedee, Gina-Yeena, Fos Jirachpong, Book Kasidit, Neo Trai, DJ Bo Thanakorn, DJ Puek Phongsathon, DJ Dao Nattaphasorn, and the coolest KOLs, the Powerpuff Gay gang, among others. Plans are underway to invite all the brave to meet the crew on a nationwide tour from October 15 to December 31, 2024. Highlights include the Halloween Siam event from 25-27 October 2024, the Monster Music Festival 2024 taking place from 2-3 November 2024, The Sky Train Music Fest from 23-24 November 2024, along with plans to distribute more than 500,000 samples of “est CocoMansi.”
Squid Game season 1 captivated global audiences upon its release in 2021, quickly becoming one of Netflix’s most-watched series. Within just 28 days, it amassed over 1.65 billion hours of viewing across more than 142 million households and topped the “Daily Top 10 charts” in 94 countries. Squid Game Season 2 is set to stream globally on December 26, 2024.
For more details about est x Squid Game 2 campaign, please follow up on Facebook: est.
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