Princess will promote 'To Be Number 1' project
One of the biggest TV commercial campaigns, costing almost Bt100 million, will be launched today by Better Way (Thailand) Co Ltd with Princess Ubolratana Rajakanya graciously accepting the company's invitation to become its honorary guest to promote her "To Be Number One" project.
Managing director Danai Deerojanawong said yesterday the campaign was not meant to promote the company's Mistine cosmetics or serve any commercial purpose but is part of its corporate social responsibility policy through the "To Be Number One" project, which aims to promote the prevention of and solutions to drug problems. "Princess Ubolratana, who serves as chairperson of this project, realises that our company's Mistine girls are everywhere in the Kingdom. Through these Mistine girls, the Princess aims to promote her 'To Be Number One' project to help Thais nationwide," he said. The most important thing for the company is to encourage its Mistine girls to become aware of drug problems and assist the communities in weaning themselves away from drugs. Many Mistine girls are members of the project. Some 620,000 Mistine girls around the country ply the company's cosmetics through door-to-door sales and marketing, but only 300-400 will participate in the TV campaign. The 45-second TV spot will run on every channel for two months. The company will spend Bt60 million on media airtime and Bt10 million on print advertisements. The theme of the campaign is "inner beauty is the true beauty of humans". The theme will present not only the project's principle directly but also the company's beauty concept indirectly. "We're proud to say that this is the first time in our history we're holding a big campaign like this," Danai said, adding the company has a lot of projects to support social activities but this campaign is its first official project. The company would also launch a special lipstick, which comes in eight colours and has been chosen by the Princess. Only 10,000 pieces will be offered in a limited edition with a special satin box at a price of Bt289, while 90,000 pieces will go on general sale for Bt185 each. Danai expects total sales of Bt10-Bt14 million of the lipstick, all of which will be donated to the project. The company's revenue via its single-level direct-selling system is projected to grow by 7 per cent, to Bt6.5 billion this year. Danai also said the company is planning a big campaign to celebrate its 20th anniversary but he declined to disclose any details.
Achara Pongvutitham The Nation
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