April 10, 2025 – BRAND’S Essence of Chicken by Suntory Beverage & Food Thailand Co., Ltd, the leader of health enrichment products under BRAND’S trademark in Thailand and Asia, has launched its safe driving campaign, "Brain Fatigue, Don’t Drive, Take a Break and Drink BRAND’S" in collaboration with the Highway Police Division and Traffic Police Division in continuation of their efforts to promote safe driving during the Songkran festival. This year’s campaign hands over more than 85,000 bottles of BRAND'S Essence of Chicken for distribution to drivers at seven public service points on main highways from April 9 to 16, 2025. Sales promotions in partnership with Jiffy, Mini Big C, and 7-Eleven also run during the festival.
Miss Jaturaporn Thanapornsungsuth, VP - Head of Marketing (Thailand & Indochina) said "As part of our corporate value of 'Giving Back to Society', this year’s safe driving campaign marks our 18th consecutive year of collaboration with the Highway Police Division and Traffic Police Division, This year, it is organized under the campaign, titled ‘Brain Fatigue, Don’t Drive, Take a Break and Drink BRAND’S’, seeks to promote safe driving during the Songkran festival, when millions of Thais travel long distances by personal car or mass transit to visit family or vacation destinations. With a major cause of accidents being the drivers not being in a condition to drive safely, for example due to mental fatigue or drowsiness, we are spending over 9 million baht of marketing budget to give away 85,000 bottles of BRAND'S Essence of Chicken that contains carnosine and vitamin B12, which contributes to the normal function of the brain and nervous system, supporting optimal brain function and increasing concentration and readiness to drive throughout the journey, the products are being distributed to them through both police divisions during Songkran’s high traffic period from April 9 to 16, 2025. We are also rolling out a sales promotion in partnership with Jiffy and Mini Big C, offering 5-baht discount coupon for BRAND’S Essence of Chicken 42 ml and a 10-baht discount coupon for BRAND’S Essence of Chicken 70ml. The discount coupon are redeemable at any Jiffy and Mini Big C stores until April 30, 2025."
The distribution will take place at public service points on main highways. Four of them are facilities of the Highway Police Division: Highway Police Station 4, Operation Division 5 (Chiang Mai); Highway Police Station 1, Operation Division 1 (Phra Nakhon Si Ayutthaya); Highway Police Station 1, Operation Division 8 (On Nut-Lat Krabang, Bang Pakong-Chachoengsao Motorway); and Highway Police Station 3, Operation Division 2 (Prachuap Khiri Khan). Other three distribution locations are Traffic Police Sub-divisions at Chatuchak Minibus Station, PTT Station on Sirat Expressway (Outbound Rest Area near Prachachuen Exit, Bang Sue), and PTT Station on Chalerm Maha Nakhon Expressway (Outbound Rest Area near Sukhumvit 64 Exit, Phra Khanong – Bang Na)
To build campaign awareness, BRAND'S plans to promote it through social media, out-of-home (OOH) media, and key opinion leaders (KOL). The company has also partnered with 7-Eleven to roll out an exclusive sales promotion through “All Member” loyalty program, offering one coin for every purchase of two BRAND’S Essence of Chicken 42ml (any flavor) at 65 baht between April 10 and 16, and one coin for every purchase of two BRAND’S Essence of Chicken 100ml (any flavor) at 125 baht between March 24 and April 23. Additionally, the exclusive 'Buy More, Win More' campaign at 7-Eleven allows customers who purchase any BRAND'S Essence of Chicken products between March 24 and April 23 to collect points for a chance to be among 50 lucky participants in the 'Boost Up Rally' with Gemini this May.
Police Colonel Eknirut Wansiripak, Deputy Commander of Highway Police Division revealed, "We've intensified our checkpoint operations and patrol units along major routes to raise safe driving awareness during Songkran festival. It is important for all drivers to make sure ahead of each trip that they would be in the condition to drive safely: avoid alcohol, take breaks when feeling drowsy, and plan your routes in advance. The Highway Police are fully committed to ensuring public safety. On your part, make sure that your car and yourselves are ready before setting about your journeys, and if any assistance is needed, the Highway Police is reachable via our 24-hour hotline 1193.”
Police Major General Damrongsak Swang-ngam, Commander of the Traffic Police Division added, “During Songkran festival, a lot of people return to their hometown, resulting in a significant increase in both private and public transportation traffic, which also raises the risk of road accidents. We have increased our officer deployment to support traffic management in Bangkok, especially in high-risk areas, and work closely with relevant agencies. Fatigue and drowsiness are leading causes of serious road accidents, so we strongly urge all drivers to get adequate rest, plan your trips in advance, and take regular breaks when feeling tired. Preparing yourselves for physical and mental acuity is key to ensuring you would arrive at your destinations safely. At the same time, Traffic Police will also ensure safety of drivers throughout the festival."
