For Songkran 2026, Chang Natural Mineral Water seized the key moment of gathering to extend the success of its festive marketing strategy by launching the Chang Songkran campaign "Friends... Splash Fun, Fun Splash... Splash" packed with a variety of activities.
On 9 Apr 2026 GMT+7, Ms. Jetsadakorn Koch, Marketing Director of Chang Natural Mineral Water at Thai Beverage Public Company Limited, said the brand remains committed to continuously creating festive marketing to connect with consumers' lifestyles, especially Gen Z. Songkran 2026 is a key time for friends to come together and enjoy fun through the campaign "Friends... Splash Fun, Fun Splash... Splash," offering consumers the chance to join in and elevate experience-driven marketing by blending fun activities, lifestyle, and festival participation seamlessly. Lifestyle and party KOLs including Nikki Nachat, Gino The Snack, and Mind Napassasi were engaged to spread unstoppable fun. They invited everyone to join the TikTok Dance Challenge with moves that splash fun online, leading to on-ground Flash Mob events nationwide. The Chang Caravan mobile convoy will bring fun to key strategic locations such as Silom Road and Khao San Road. Additionally, Chang teamed up with street lifestyle brand Carnival to launch the stylish Chang x Carnival Songkran Collection, welcoming the festival spirit. All efforts reaffirm Chang's role as a brand standing by every moment of friendship and contributing to stimulating Thailand's economy and tourism during Songkran.
The campaign features several highlights starting with the online TikTok Dance Challenge, inviting Gen Z and lifestyle and party KOLs to share fun moments with the campaign's signature dance moves and win limited-edition prizes from the Chang x Carnival collection. More details are available on FB: Chang World. Following this, on-ground engagement continues with Flash Mob events performing the Chang Songkran song, where four brand ambassadors and the Chang friends crew will rotate to invite attendees to join real-time fun. On 13 Apr 2026 GMT+7, Nikki Nachat and Pat Chayanit will appear at Khao San Road; on 14 Apr 2026 GMT+7, Nikki Nachat, Gino The Snack, and Jack Chalermpol will be at Chang Arena in Buriram; and on 18 Apr 2026 GMT+7, Nikki Nachat, Mario Maurer, and Jack Chalermpol will be at Ratchaburi Stadium in Ratchaburi Province. Concurrently, the Chang Songkran Caravan mobile convoy will bring fun to Songkran landmarks nationwide, including Bangkok and its suburbs, throughout April 2026 from the opening day until the Songkran Water Festival period from 13 to 26 April.