Targeting blue-collar workers, the ads feature ordinary Thais confronting difficult situations in their daily lives. The first spot shows a hawker trying to fleece his customers. The second features an inefficient public service officer. Both see the errors of their ways - thanks to a can of D7.
“We aren’t allowed to claim the benefits of D7and its ability to keep the drinker awake. Our creative strategy was to twist the key benefits to communicate them in a way that’s memorable and yet compliant with the FDA’s and censors’ regulations,” said Pongsuree Asanasen, MD of Creative Juice/G1.
Subsequent spots feature a politician being dissuaded to accept bribes in a satirical nod to the country’s state of affairs. All the commercials carry the tagline: ‘Wake up!’
“In Thailand, there are chronic social problems like corruption, red tape and undisciplined people,” said Asanasen. “Hence, our creative team thought of situations to set up the product as a secret tool that can be used to shake these people up.”
The TV work is supported by billboards and outdoor events. The campaign will run until February, with a second phase from March onwards.
Managed by Thai Atlas Global Food, D7 was launched in January 2007. Eighty million baht (US$2.7 million) has been spent marketing it to date.
