Announcement of the 34th J-MAT Award Enhancing Brand Experience with Connected Packaging to Create Value for Both Businesses and Consumers
Dr. Buranin Rattanasombat, President of the Marketing Association of Thailand (MAT), said that this year marks a successful national Full Marketing Plan competition, with more submissions from university students than ever before. Supported by SCGP and Lion (Thailand), this reflects the strong determination of young people eager to learn and challenge themselves on a national marketing stage, as well as the commitment of business organizations to foster professional marketers who will drive Thailand’s economy and society forward.
“For the teams that did not win, participating in this project is still a valuable experience. It helps them grow into good marketers, seeing marketing as the creation of value that transforms consumer needs into product value. It equips them with essential marketing tools to contribute to the country’s economic development amid a rapidly changing and highly challenging global environment,” Dr. Buranin said.
Mr. Sumeth Boonyathanapan, SCGP Inspired Studio and Packaging Solutions Manager, said that SCGP is a leading integrated packaging company in ASEAN. What stood out in this year’s competition was the creativity of the university students, especially in using Connected Packaging as a marketing tool. By embedding a Unique QR Code on the packaging, a key consumer touchpoint, brands can interact with consumers—allowing them to verify product authenticity, collect data, conduct marketing activities, create brand awareness, and set marketing strategies to continuously develop products that meet consumer needs.
“Connected Packaging transforms the role of packaging by connecting products to consumers in a digital-driven world. It will reshape future marketing, especially online marketing, enabling brands to reach target consumers whose behaviors are rapidly changing,” Mr. Sumeth said.
Ms. Thitima Chaturongkavate, Department Manager- Icc Business at Lion (Thailand) Co., Ltd., praised the confidence of young participants who spoke out and expressed their identities through communication skills and strategic marketing planning, which are fundamental for becoming professional marketers in the future.
“Especially notable was the use of AI and social media as tools to analyze consumer needs and create accurate and targeted marketing plans. Many of the plans developed in this project have real potential for application in the business and industrial sectors,” Ms. Thitima said.
The winning team was Hello Herbs, consisting of students from various faculties of Chulalongkorn University. They presented the idea “Power of Hi-Herb: Gentler Than You Think, More Confident Than Ever,” modernizing the image of herbal toothpaste to suit all lifestyles. Their marketing plan included a simple, gentle, natural-tone packaging design, along with Connected Packaging that allowed consumers to scan the QR Code on the cap to access brand activities and share them on social media to enhance brand recognition, engagement, and virality.
The First Runner-up received 70,000 baht and a certificate: Hi-Herb, Hi Bro! with the idea “The New Taste: Change the Look to Change the Taste.” The Second Runner-up received 50,000 baht and a certificate: Hi Barbie Hi Ken Hi Herb with the idea “Herbal toothpaste for the new generation—no bitterness, no unpleasant taste, just brush and feel the change.” The remaining four teams received consolation prizes of 20,000 baht each along with certificates.
Two special awards sponsored by SCGP, each worth 10,000 baht with certificates, were awarded as follows: Best Connected Packaging Award: Team Keytocool and Excellence Design Award: Team Hi Barbie Hi Ken Hi Herb
SCGP remains committed to supporting young talent by enabling them to express creativity and gain real-world experience in connecting brands with consumers in the digital era through the SCGP Packaging Speak Out project, which will return again next year.