beng-beng Goes Beyond Deliciousness, Aiming to Become Part of the New Generation's Culture
Mrs. Mullika Ittisakulchai, Managing Director, Mayora (Thailand) Co., Ltd., said: "beng-beng focuses not only on product development and pricing, but also on creating differentiation and building meaningful relationships with consumers. This is particularly important among the new generation, who value culture, trends, online self-expression, and opportunities to actively participate rather than simply receive brand communications. The challenge for beng-beng is to build consumers' trust and acceptance and become part of the culture of the new generation. This requires brands to create experiences that feel relevant, innovative, and provide space for people to express themselves. Through the 'Turn The Fun On' campaign, beng-beng aims to connect with what the new generation cares about by creating a new form of interactive and participatory experience. Our collaboration with EGG Digital and Google Cloud enables us to bring AI technology into the experience, connecting beng-beng with the culture and visual styles that resonate with today's consumers. We believe this approach will help create meaningful engagement, stronger brand recall, and lasting brand affinity."
EGG Digital and Google Cloud Transform Brand Communication into a Creative Tech Experience, Turning the New Generation into Co-Creators
Mr. Chaiwat Maikupandin, Head of Creative Strategy and Branding said: "For creating the campaign required more than simply developing an AI Character Generator. The AI solution needed to deliver accurate and fast results while seamlessly combining creativity with beng-beng's brand assets. Creative Technology is at the heart of this campaign, bringing together insight analysis, creative concepts, a Multi-layer AI Workflow, data, creativity, AI, Cloud Automation, and other technologies. The workflow enables us to control each stage of the creative process, from image generation and composition to the integration of brand assets, quality, and accuracy. This approach helps reduce issues such as image and logo distortion while ensuring that beng-beng's identity remains integrated into the generated visuals. The Multi-layer AI Workflow works together with Gemini 3.1 Flash Image, serving as a technology layer for complex creative work and creating opportunities to further develop creative and AI solutions for brands and businesses in the future."
Mr. Saruj Thipsena, Country Manager, Google Cloud Thailand, said: "Agentic AI is transforming brand engagement by turning passive reach into highly personalized, interactive experiences. By leveraging Gemini, this campaign was able to deliver the speed and creativity needed to connect with audiences at scale. Thailand's digital landscape is accelerating rapidly, and Google Cloud is proud to collaborate with EGG Digital to unlock how agentic AI sets new creative frontiers and drives tangible business growth."
How to Join "Turn The Fun On"
- Create your AI Character: Visit bengbeng-ai.eggdigital.com and choose one of three modes: Music, Fiction, or Game. Each mode features an AI Character inspired by one of beng-beng's three flavors: Original, White Chocolate, and Dark Chocolate.
- Share your AI Character on Instagram: Share your AI Character via an Instagram post, follow and tag @bengbengfans_th, and write a caption describing your fun experience. Use the hashtags #bengbengfans #TurnTheFunOn #เปิดโหมดสนุกกับเบงเบง. Participants must set their Instagram profile to public.
- Win exclusive prizes: Posts selected by the judges will have a chance to win prizes according to each category: Game: Nintendo Switch 2 - 1 prize, Music: Sony WH-1000XM headphones - 1 prize, Fiction: iPad Gen 11 - 1 prize
- Activity Period: Join the activity from 20 July - 20 September 2026. Winners will be announced on 30 September 2026 via Facebook Page: BengBengFans and Instagram: @bengbengfans_th. For further details, visit https://bit.ly/4fdqslg
Following the launch of the "Turn The Fun On" campaign, consumers did not simply participate—they actively crafted their own personalized experiences through AI Characters. Over 1,000 characters were generated within a single day, with 60% of creators downloading their custom characters and 35% sharing them across social media platforms. This response reflects the role of Creative Technology in creating brand experiences connected to consumer interests and driving actual engagement on digital platforms.
Join the excitement and unlock your fun mode by creating your cutting-edge AI Character today at https://bit.ly/4gvr9Zk
Note: Participants must fully comply with all official rules. Terms and conditions are determined by Mayora (Thailand) Ltd. The company reserves the right to modify terms, conditions, and benefits without prior notice.
For more information about EGG Digital's services for corporate clients, visit https://www.eggdigital.com/ or call 02-020-2364.
