Wiroj Wachiradechkul, Senior Executive Vice President Domestic Business at Srinanaporn Marketing Public Company Limited (SET: SNNP), revealed that the outlook for 3Q26 performance is expected to surpass that of 2Q26. This positive momentum is attributed to the continuous launch of various campaigns aimed at stimulating consumption, combined with intensified marketing activities that are anticipated to drive higher sales.
Next week, the company plans to officially unveil a major campaign for the “Jele” brand, following its recent collaboration with global powerhouse Sony Pictures. Together, they are launching this year’s highlight campaign, “Bento x SPIDER-MAN: BRAND NEW DAY,” leveraging a collaboration marketing strategy.
This approach merges the strength of the No.1 grilled squid snack brand with a blockbuster superhero movie, creating a new, engaging experience and expanding its consumer base across all generations. The campaign also aims to further boost the grilled squid snack market throughout the second half of the year. The campaign will run from July to September 2026.
This collaboration with the blockbuster superhero movie SPIDER-MAN: BRAND NEW DAY is not merely a short-term sales promotion activity. It elevates the brand’s image, making it more modern and relevant to the lifestyle of the younger generation. For Bento, collaboration marketing is not just about co-branding activities, but about uniting the strengths of both brands to deliver a fresh experience to consumers, Wiroj stated.
The company deliberately selected a partner with a strong image who can reach a wide swath of consumers and aligns with the Bento brand identity. SPIDER-MAN serves as a global icon that perfectly matches the target audience of “Bento,” with both sharing the concept of “growing together” from childhood, adolescence, into working adulthood.
As such, the company is confident that this collaboration marketing strategy will expand its customer base, attract new consumer segments and stimulate consumption, thereby increasing sales opportunities. The company expects this campaign to boost sales during the period by around 20%. Additionally, it will enhance brand awareness and foster greater consumer engagement, solidifying Bento’s contemporary brand image.
Wiroj further mentioned that currently, “Bento” is an authentic Thai brand exported to more than 40 countries worldwide. Domestic sales account for 75% of total sales, while international sales make up 25%, with Vietnam being the strongest international market due to having a local manufacturing facility, resulting in lower costs and higher margins compared to production in Thailand.
In the Thai market, “Bento” commands a market share of up to 76%, with convenience stores (notably 7-Eleven) serving as the primary distribution channel countrywide.
Nonetheless, even as existing consumers may reduce their purchases, SNNP remains focused on expanding its customer base by leveraging marketing campaigns as the main driving force. This is done to reach segments that might have previously ignored the brand, through:
- Brand Awareness—creating continuous product recognition.
- Product Recall—ensuring consumers immediately recognize and choose the product in stores or online.
- Stimulation—using promotions to encourage purchasing decisions rather than relying solely on price reductions.
