NEO Corporate Public Company Limited, or NEO, has announced it is pressing ahead with a brand-building strategy to reach a new generation of consumers, particularly Gen Z and young consumers, by turning consumer insight into brand collaborations and community marketing, elevating everyday consumer products from functional solutions to part of consumers' lifestyles and identities. Nichamon Thakolsri, Deputy Chief Executive Officer for Business Innovation, said competition in the consumer goods or FMCG industry is no longer limited to product quality and functionality, as brands must understand the fast-changing behaviour and culture of younger consumers. Under the NEO Collab Power strategy, the company has partnered with allies and artists on several projects, including D-nee x Wiggle Wiggle, which brought Korean-style characters into ready-to-use packaging with Ink Waruntorn as presenter; D-nee Kids x Jolly Bear, which used characters and fragrance elements to create a new experience for children's products; the Lucky Fans activity for the Fineline brand, which brought Phuwin Tangsakyuen in to build engagement with its consumer and fan base; the BOW x LYKN project for the Eversense brand, which paired T-Pop boy band LYKN with Bow Maylada in a music video for the song Lock Mong (You Shine I Choose); and TROS x BENZILLA, which took the LOOOK character by street artist BENZILLA and extended it into men's personal care products. Nichamon said the goal of collaboration is not merely to create a short-term buzz but to build long-term relationships through community marketing, opening a space for consumers with shared interests to engage continuously with the brand, turning general customers into committed consumers who grow alongside the brand over the long term.
Neo Corporate PclNEO is advancing its NEO Collab Power brand strategy with multiple brand collaborations and community marketing to reach Gen Z consumers, driving end-customer engagement for its FMCG products.