The brand wants to convince the farming community to grow a ‘Double A Paper Tree’, a variety of tree that grows fast and is a good raw material for making paper.
The company is also trying to push the idea that its plantations could provide an additional source of income on farmers’ existing land, rather than natural forests being cleared to make way for its trees.
A TV spot tells the story of a farmer who is in love with a village chief’s daughter. The chief disapproves of the affair, believing that the farmer would not be able to take care of his daughter because he neglects his own trees. But when the chief learns that the farmer has Double A trees - which needs minimal care - he accepts the young man’s proposal.
The ad, by DraftFCB, is supported by outdoor and radio.
Double A uses fun to attract farmers
BANGKOK - Double A paper is using humour and an environmental message to promote its brand to Thai farmers.
