2 URC brands among Thailand's most influential

Universal Robina Corporation (URC), the Gokongwei Group’s food and beverage unit, reported that two of its top-selling brands in Thailand – Fun-O and Tivoli – have landed in the rarefied list of the country’s most influential brands.

In a statement, the firm aid Fun-O and Tivoli topped the biscuit and wafer categories in the 2023 Top Influential Brands Awards handed out by Influential Brands Singapore.

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URC’s Thailand team celebrates a major win as two of its brands, Fun-O and Tivoli, landed in Thailand’s most influential brands list.

“These awards reaffirm URC's commitment to delivering top-tier products and staying attuned to evolving consumer preferences,” said URC Vice President & General Manager for Thailand, Laos and Cambodia Tanant Suwanraks.

The awardees were selected following a comprehensive market survey of over 600 consumers representing both Generations Z and Y in Thailand.

URC said it topped its category because of its adeptness at product innovation and for brands that offer uncompromising quality, value for money and consumer reach.

Since the start of 2024, URC has been rolling out a robust marketing strategy to further entrench Fun-O and Tivoli as Thailand’s leading snack brands. The company has promoted the two brands via lucky draws that offer over 4.3 million baht (P6.7 million) in prizes.

It also continues to introduce new variants, with the Fun-O Lava Chocolate Cookie targeting the premium segment and the Tivoli Selected Mint Chocolate tapping into the rising popularity of mint chocolate.

“At URC, we drive product innovation to infuse vibrancy and differentiation into our existing product portfolio,” said Suwanraks.

URC has also partnered with Thailand’s top brand ambassadors, enlisting Ble Patumrach, an iconic Thai northeastern-style singer, for Fun-O, and rock star Joey Phuwasit, whose songs draw over 100 million listeners, for Tivoli.

“These partnerships underscore our commitment to delivering boundless joy throughout the year,” Suwanraks said.

In the Philippines, URC produces iconic brands such as Great Taste, C2 Cool & Clean, Piattos, Maxx candy and Cream-O cookies, which have been part of Filipinos’ lives for decades. 

One of the country’s largest food and beverage manufacturers, URC also has significant, and growing, presence in ASEAN. Its leading regional brands include Lexus, Tivoli and Fun-O.