Thailand's Advertisers of the Month for October: Makro, Lotus’s and H&M

Key insights:

• Makro Ad Awareness rose 11.6 points, supported by its award-winning “Makro Everywhere Near You” campaign and participation in the Sabaidee Thailand Shopping Destination initiative.
  
• Lotus’s gained 9.9 points, following its 31st anniversary campaign “Lotus’s 31 Years – Heartful Joy Every Day” and promotions tied to the Sabaidee Thailand program.
  
• H&M increased 8.7 points, driven by national advertising and seasonal promotions during the same period.

October’s Thailand Advertisers of the Month are Makro, Lotus’s, and H&M, each exhibiting significant increases in Ad Awareness as tracked by YouGov BrandIndex. Ad Awareness measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.

Makro leads with a notable rise in Ad Awareness, moving from 30.0% on September 28 to 41.6% on October 19, an increase of 11.6 percentage points. The brand won “Best Retail Space Influencer Campaign” at the Thailand Influencer Awards 2025 for its “makro Everywhere Near You” campaign. In addition, Makro was featured in the Sabaidee Thailand Shopping Destination campaign, targeting retail tourists from Laos.

Lotus’s follows with an increase of 9.9 percentage points, rising from 38.8% on September 28 to 48.8% on October 22. The brand launched its 31st anniversary campaign, “Lotus’s 31 Years – Heartful Joy Every Day”, supported by media and in-store promotions. Between September 28 and October 8, it also ran a Thailand Fair promotion highlighting authentic Thai product. Like Makro, Lotus’s was included in the Sabaidee Thailand Shopping Destination campaign.

H&M rounds out the top three with an increase of 8.7 percentage points, rising from 15.7% on September 26 to 24.3% on October 23.

Methodology: YouGov BrandIndex tracks daily perceptions of thousands of brands. Ad Awareness is based 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 raking. Figures are shown as a four-week moving average between Sep 26 – Oct 25, 2025. The change in scores is calculated as the difference between the highest and lowest daily scores within the period.

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