BRAND’S Essence of Chicken, under Suntory Beverage & Food (Thailand) Co., Ltd., in collaboration with “the Highway Police Division” “the Traffic Police Division” and “the Chiang Mai Provincial Police” continues its road safety campaign, “Brain Fatigue, Don’t Drive, Take a Break and Drink BRAND’S,” for the 19th consecutive year during the Songkran Festival 2026 aiming to reduce road accidents caused by driver fatigue during long-distance travel. This year, 45,000 bottles of BRAND’S Essence of Chicken will be distributed to drivers at rest stops and public service points along major routes nationwide to enhance pre-travel preparedness and contribute to a safer travel experience for Thais. The initiative also partners with leading retail chains, including 7-Eleven, Jiffy, and Mini BigC to offer special promotions, improving product accessibility and reinforcing BRAND’S commitment to supporting safe and confident travel during the festive season.
Miss Jaturaporn Thanapornsungsuth, SVP – Head of Marketing (Thailand & Indochina) at Suntory Beverage & Food (Thailand) Co., Ltd., a leading health enrichment product under the BRAND’S trademark in Thailand and Indochina, said “During the Songkran Festival, BRAND’S Essence of Chicken continues to serve as a readiness companion for drivers through our long-standing road safety campaign, ‘Brain Fatigue, Don’t Drive, Take a Break and Drink BRAND’S,’ focusing to reduce the risk of accidents from long-distance driving particularly during peak travel times like the national holidays. According to data from the Road Safety Thailand Center, the cumulative number of road accidents during the seven dangerous days over the past three years has averaged 2,055 cases, reflecting the continued high level of road incidents during festive periods. Driver fatigue remains one of the key contributing factors. Therefore, BRAND’S Essence of Chicken has been committed to continuing this project since 2007. Throughout this time, we have supported the initiative by distributing over 1.8 million bottles to people nationwide to help raise awareness of safe driving and promote physical readiness before travel. This reflects the company’s core value of “Giving Back to Society,” alongside its strong commitment to road safety. For Songkran 2026, we are partnering with the ‘Highway Police Division,’ the ‘Traffic Police Division,’ and the ‘Chiang Mai Provincial Police’ to continue promoting the campaign to encourage people to prepare themselves physically before traveling and not to drive long distances when they feel tired. A total of 45,000 bottles of BRAND’S Essence of Chicken, containing Carnosine and Vitamin B12, which contribute to the normal function of the brain and nervous system, will be provided to the police for distribution to drivers undertaking long-distance travel during the Songkran Festival between April 11–15, 2026, via public service stations along major routes nationwide. Distribution points include four Highway Police service locations on key route, Point 1: Highway Police Station 4, Division 5 (Chiang Mai), Point 2: Highway Police Station 6, Division 1 (Chainat–Sing Buri), Point 3: Highway Police Station 1, Division 8 (On Nut – Lat Krabang / Bang Pakong–Chonburi Motorway Rest Area), and Point 4: Highway Police Station 2, Division 2 (Phetchaburi), and Highway Police Station 1, Division 2 (Samut Songkhram). Additionally, there will be two Traffic Police distribution points located at Chatuchak Minibus Terminal, and a PTT petrol station at the outbound rest area on Chalerm Maha Nakhon Expressway (Sukhumvit Soi 64, Intersection 8) in Phra Khanong–Bang Na. The Chiang Mai Provincial Police will also distribute products at major tourist attractions, including Chiang Mai Zoo, Wat Phra That Doi Suthep Ratchaworawihan, and Royal Park Rajapruek.
Furthermore, BRAND’S is also partnering with key retail channels including 7-Eleven, Jiffy, and mini BigC, to offer special promotions during the Songkran festival. This promotion aims to provide consumers with convenient access to affordable products and help them prepare for long-distance driving along their routes. At 7-Eleven, customers can enjoy special promotions on 70 ml bottles (excluding herbal variants and BRAND’S Gold), including a special deep-discount offer of 2 bottles for 97 Baht (from 120 Baht) from April 16–22. This runs alongside an ongoing promotion of 2 bottles for 103 Baht (from 120 Baht), during March 24 – April 23 (excluding herbal variants and Brand’s Gold). At Jiffy, there will also be a promotion on 70 ml bottles, with 2 bottles priced at 110 Baht (from 120 Baht), including a special receipt-based promotion offering 2 bottles for 100 Baht when refueling 500 Baht, valid from April 1–30. At Mini Big C, customers can purchase 2 bottles of 70 ml for 97 Baht (from 120 Baht) from April 9–15. These collaborations reflect BRAND’S commitment to expanding product accessibility, enabling consumers nationwide to conveniently prepare for long-distance travel during Songkran.”
Police Major General Pornsak Laorujiralai, Commander of the Highway Police Division, said “During the Songkran Festival, between April 11–17, 2025, data from the Ministry of Transport showed that more than 6.8 million vehicles traveled in and out of Bangkok via 11 major highways, reflecting the high volume of nationwide travel. This year, the Highway Police has strengthened our preparedness by expanding service points and rest areas along major routes, while closely monitoring high-risk accident zones. We continue to encourage drivers to take regular breaks and avoid driving while fatigued under the concept ‘Drive Confidently, Travel Safely on Every Route.’ We appreciate the support from BRAND’S Essence of Chicken through the ‘Brain Fatigue, Don’t Drive, Take a Break and Drink BRAND’S’ campaign, which helps raise awareness of fatigue-related risks and promotes driver readiness. The Highway Police remains committed to supporting safe journeys for all and are available 24 hours a day via 1193.”
Police Major General Damrongsak Swang-ngam, Commander of the Traffic Police Division added “During Songkran, when travel volume significantly increases, the Traffic Police has prepared comprehensive measures, including deploying additional officers across Bangkok and connecting routes, managing high-risk areas, optimizing traffic signals, and implementing traffic flow plans to ensure smooth and safe travel. We continue to support the ‘Brain Fatigue, Don’t Drive, Take a Break and Drink BRAND’S’ campaign to encourage drivers to prioritize rest and avoid driving under fatigue. In collaboration with BRAND’S, we are distributing products at rest stops and petrol stations across Bangkok and surrounding areas to distribute BRAND’S Essence of Chicken, a companion for drivers before embarking on their respective journeys, reinforcing the concept that ‘road safety starts with the driver,’ ensuring that every journey during this festive season is safe and worry-free for all.”
In addition, the Royal Thai Police encourages those traveling during the holiday period to download the “POLICE CARE” mobile application. This one-stop online service platform enables users to conveniently access information and a wide range of services provided by the Royal Thai Police, quickly and efficiently, 24 hours a day. The application is now available for download on both Android and iOS via the App Store and Google Play, or by scanning the QR code provided in Royal Thai Police communication.
