Thai beer asks boxer to help fight market leader in ads

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BANGKOK - Marketers of the Chang "Elephant" beer are looking to sign up Thailand's first Olympic gold medalist to take part in an ad campaign for the lottery which will promote the beer as a prize.

Featherweight boxer Somluck Kamsing, who has already seen his Olympic Gold turned into more than $1m, is considering the $240,000 offer. The campaign will aim to switch consumers away from Thai whiskey and Singha Beer, the overwhelming market leader. Lottery prizes include trucks, motorcycles and gold necklaces, as well as beer.

Chang launched 16 months ago into a market where Singha has an 83% share. One of its tactics has been to position itself much more cheaply in promotions: at times it has been on sale for as little as $1.32 for a 66 centileter bottle. The same sized bottle of Singha normally retails for $1.60.

Copyright July 1996 Crain Communications Inc.

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