03/07/2026
In the world of marketing, building an "Eco-system" is a phrase many brands frequently use. However, for Sika Thailand—a leading Swiss construction chemical brand that has been working alongside Thai worksites and growing with the Thai construction industry for over 37 years—creating an Eco-system is not just a strategy on paper. Instead, it is a tangible action to elevate the infrastructure of Thai craftsmanship through its campaign of the year,
"Thailand Pro Tiler 2026,” aiming to redefine what it means to be a "professional" today.
This strategic concept transforms a typical skill competition into a battlefield that electrifies the construction sector, spanning from the brand’s vision and the innovative SikaTile product line to the ultimate milestone of taking Thai tilers and their Thai hearts to show their prowess on the global stage.
DECODING THE CHALLENGE: WHERE THE PRESSURE MEETS PROFESSIONAL PRIDE
The most compelling aspect of the Thailand Pro Tiler 2026 campaign is how it breaks away from conventional marketing activities. Sika has cleverly adopted the core creativity and inspiration of reality television shows.
This arena is meticulously designed to be a space where expertise, pressure, and reputation collide in multiple dimensions. It transforms the physical skills of tile layers into a battle of flawless precision. In this arena, master craftsmen must defend their dignity and reputation, while fierce, new-generation tilers enter the field to fight and prove themselves to gain recognition from the industry.
SIKATILE: THE "SECRET SAUCE" POWERING MASTER CRAFTSMANSHIP
From a brand perspective, Sika has brilliantly positioned its SikaTile tile adhesive and grout product line to align perfectly with the reality show theme by comparing SikaTile to a secret ingredient behind a perfect dish.
“If we compare the craftsmen in this arena to Michelin-starred chefs, the first thing they look for to create a masterpiece might be beautiful tiles or standardized tools. However, that external beauty cannot endure without the 'Secret Sauce' behind it, like SikaTile adhesive. It is a secret ingredient, invisible to the naked eye, yet serving as the ultimate game-changer to bond, adhere, and embrace every piece into a seamless whole, delivering maximum durability and long-term performance.
However, even with a secret recipe or an excellent product, these elements can never unleash 100% of their power without a vital dimension: 'the craftsman's skill.' A great secret recipe must be managed by professionals who possess deep, genuine knowledge and master the correct, standardized working techniques.
This campaign is therefore a space where 'exceptional products' meet 'exceptional skills' to turn pressure into tangible durability in every square meter.” —
Kitti Eiammanont, Business Director - Distribution & Building Finishing, Sika Thailand.
THE JOURNEY TO VICTORY
The campaign is structured into two main, high-energy phases:
- The Bootcamp and Selection Round: Held on June 18th in Khon Kaen Province, this round received an overwhelming response, drawing over 100 tilers and supporters. Participants updated both their theoretical and practical knowledge, learned advanced technical skills, and underwent rigorous testing. From this group, the top 30 teams were selected to move forward.
- The National Championship Final: On October 16, these 30 teams will gather back in Khon Kaen to test their precision and speed. They will compete for prizes, trophies, and the ultimate honor: representing Thailand at the 13th Sika World’s Best Tiler competition. in early 2027—a global stage where champions from around the world compete under a single, unified standard.
DRIVING THE SPIRIT OF "THAI TILERS ARE SECOND TO NONE" ON THE GLOBAL STAGE
“What elevates Thailand Pro Tiler 2026 far beyond a mere marketing campaign is the intrinsic value the brand intends to give back to the Thai craftsmanship community. The true reward for the winning team is not just about the money, but the dignity and reputation that will serve as a competitive edge and add professional value to their careers in the industry.
An even greater milestone is to ignite a wave of national pride under the firm belief that 'Thai craftsmanship is second to none in the world'. The ultimate destination for the winner of this battlefield is the honor of representing Thai artisans on the international stage at the 13th Sika World's Best Tiler Competition in early 2027.
Sika, as a global leader in construction chemicals from Switzerland with over 100 years of heritage across more than 100 countries, stands ready to be the driving force and the wind beneath their wings. We will take the ultimate Thai tilers to showcase their skills, proudly fly the Thai flag on the world stage, and declare the exquisite refinement and skills of the Thai people to the world.” — Suthapa Sriwisut, Marketing Director, Sika Thailand.
Sika Thailand is committed to designing this stage as a platform to elevate standards, inspire, and connect the Thai tiler network to the international community. The company aims to continuously pass on correct knowledge and installation technologies to push Thai skills to grow robustly, sustainably, and globally.