BioActive+, a leading food supplement brand from New Zealand, has made a bold statement in Bangkok by lighting up the iconic Baiyoke Tower in red. The striking display marks the launch of its mega marketing campaign, “Paint the Town RED” — a vibrant fusion of art, fashion, and nutrition.
The campaign celebrates the launch of BioActive+’s newest product — the Concentrated Liquid Asta Drink. This easy drop-and-drink formula features AstaReal™ Astaxanthin, a powerful natural antioxidant, and RiaGev™, an innovative ingredient that boosts cellular energy. Together, they help strengthen the skin, promote a healthy glow, and protect against daily pollution.
The RED Power: When health and lifestyle unite
BioActive+ believes that the color red symbolizes energy, confidence, beauty — and vibrant health from the inside out. This perfectly reflects the essence of the Asta Drink, which gets its rich natural red hue from Astaxanthin, with no artificial coloring added.
The “Paint the Town RED” is an integrated 360˚ campaign covering awareness, experience, and sales promotion through three strategies:
- RED ALERT: Bold marketing phenomenon: With an investment of over 30 million baht, BioActive+ has launched a citywide takeover — transforming Bangkok with a wave of striking red visuals. From the towering LED screen on Baiyoke Tower to billboards at key intersections, BTS train wraps, skytrain column ads, and LED displays across more than 210 prime office and residential locations, the campaign commands attention. Unified by a bold, eye-catching art direction, the “Paint the Town RED” campaign delivers powerful brand visibility at every turn.
- RED ALIVE: Bringing the Brand to Life Through Citywide Interactions
To create a truly immersive experience, BioActive+ invites the public to engage with the brand in fun, memorable ways across the city. The “RED AREA Pop-up Booth @ BTS Phromphong” has been transformed into a vibrant red art hub, featuring interactive installations, Instagram-worthy photo spots, a Slurpy Bar offering four unique flavors, and live painting sessions by renowned artist Too Sirat Intarachote. Mobile activations throughout the city bring the energy directly to the streets, sparking buzz and excitement. The RED Challenge encourages passersby to snap photos with BioActive+ out-of-home media for a chance to win prizes — with the excitement amplified by appearances from top celebrities like Carissa Springett, Gwang Wanpiya, and Sky Maria. - RED ADVANTAGE: Exciting Promotion for Real Action: To boost customer excitement and drive purchases, BioActive+ is rolling out a series of irresistible promotions — including lucky draw boxes and surprise giveaways. A special livestream event will feature Dr. Wasana Intasang, founder of the brand, giving away luxury prizes worth over 5 million baht. In a powerful co-promotion, BioActive+ has teamed up with EM District and global skincare leader Kiehl’s to amplify the campaign’s reach. Additional activities include free skin health checks using the advanced Derma Reader Pro technology, and exclusive deals available through TikTok Shop — making it easier than ever for customers to experience the RED revolution.
Executive Viewpoints: from brand to movement
Dr. Wasana Intasang, the founder of bioactive+, said:
“At BioActive+, we see ourselves not just as a supplement brand, but as a catalyst for a new way of thinking about health. Our goal is to transform the perception of ‘food supplements’ into a fun, vibrant experience — one that brings energy and positivity into everyday life. Whether you’re health-conscious, a fashion enthusiast, or an art lover, there’s a place for you in the world of BioActive+.
“This campaign is carefully crafted to deliver strong impact across brand positioning, sales performance, and social media engagement. Our goal isn’t just to launch a short-term promotion — it’s to lay a solid foundation for the future of Thailand’s food supplement industry.”
Sutthirak Subvijitra, co-founder of BioActive+, added:
“We’re not just offering a great product — we’re building a movement that shows how beauty, health, and lifestyle can come together effortlessly. The color red, symbolizing courage, confidence, and positive energy, will shine through every aspect of this campaign.”
“Paint the Town RED” marks a bold step for BioActive+ as it expands beyond health-conscious consumers to reach a younger generation that values art, fashion, and wellness. This strategy strengthens the brand’s position as a market leader through immersive, experience-driven marketing that seamlessly connects the offline and online worlds.
