Central tops Thailand’s ad awareness growth, Milo and Adidas follow

December’s Thailand Advertisers of the Month are Central, Milo, and adidas, each showing notable gains in Ad Awareness among all the brands tracked by YouGov BrandIndex. Ad Awareness measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.

Central tops Thailand’s Ad Awareness growth this period, jumping from 21.1% on November 26 to 32.6% on December 23, a rise of 11.5 percentage points. The lift aligns with Central’s 'Season of Gifting 2026' holiday campaign, launched in late November, which included its annual Black Midnight Sale and high-profile holiday events like 'Christmas Light Up Wonder' featuring large-scale festive displays and celebrity appearances.

Milo follows with a 10.3 percentage point rise in Ad Awareness, increasing from 20.7% on December 3 to 31.0% on December 25. The increase aligns with Nestlé Milo’s 'See Games Equal' campaign tied to SEA Games 33, which spotlighted underrepresented sports such as sepak takraw, jujitsu, and pencak silat.

Adidas rounds out the top three with a 9.5 percentage point increase in Ad Awareness, rising from 31.9% on December 6 to 41.4% on December 25. In mid-November, adidas opened its first Adidas Originals and Adidas Kids concept store at Central Park Bangkok, featuring a "Maker Lab" customisation zone and appearances by Thai celebrities, including Bright Vachirawit. The brand also expanded its Brand Centre at Central World, offering interactive retail experiences and exclusive drops.

Methodology: YouGov BrandIndex tracks daily perceptions of thousands of brands on the question: “Which of the following brands have you seen an advertisement for in the past two weeks?” Scores are reported as percentages, drawn from nationally representative daily surveys of adults in Thailand. Data is weighted by age, gender, region, and income using ranking. Figures are shown as a four-week moving average between November 26 to December 25, 2025. The change in scores is calculated as the difference between the highest and lowest daily scores within the period.