It became a sensation across social media when the famous herbal soap brand "Bennett" announced the end of its presenter contract with "Boom Panadda Wongphudee," a partnership that lasted over 12 years. The memorable slogan “What? Bennett soap again?” sparked nostalgia among netizens, who expressed regret over losing this strong brand image and questioned the real reasons behind the change while sharing humorous memes speculating on potential new faces.
The news of this change was not due to any conflict or drama but stemmed from business reasons and brand growth.
1. Brand image repositioning: Bennett aimed to modernize its look to better reach younger customers (Gen Z and Millennials) after using the same image for over a decade.
2. Contract expiration: The presenter contract naturally ended as scheduled, and both parties agreed to part ways amicably, concluding a successful business partnership.
3. Boom Panadda’s new path: She is currently dedicated to volunteer work as the president of the Good Deeds Foundation and embracing motherhood, making her bold image less aligned with the brand's new advertising direction.
As soon as the news broke, playful netizens on X (Twitter), TikTok, and Facebook eagerly proposed surprising candidates for the new presenter that made people go "Huh!?"
Num Kanchai, the prominent investigative host of "Hon Krasae," was joked about by netizens imagining an ad scene where, after hearing “What? Bennett again?” he would take off his headphones and ask back, “So, what's the big deal?”
Leena Jung, the social media’s fighting queen, was edited into mock ads shouting the slogan loudly in her signature style.
Bowkylion, a beauty and fashion icon popular with Gen Z, fits the younger demographic the brand might be targeting.
Best Kamsing and Ingfah Waraha, both trending with strong fan bases, were also suggested as ideal candidates to capture the mass youth market.
Regardless of who Bennett’s new presenter will be, the phrase “When you can’t think of anything, just use Bennett soap” by Boom Panadda has become a legendary marketing line in Thailand that will be hard to replace.