Promoting the cool, menthol flavour that keeps one alert, the 30-second TVC is built on a creative concept that 'Halls Metholyptus perks you up (in) every sense, you'll never fail'.
The commercial, developed by JWT Thailand and titled 'Boxer', is set in a boxing ring where a championship match is in progress. After a tough round, the winning player suddenly has an epiphany about the meaning of life and announces that he is quitting the sport.
His appalled coach responds by popping a Halls sweet into the boxer's mouth, hoping that the cut-through flavour will knock some sense into his protege. Sure enough, within seconds, the boxer is ready to fight again and knocks out his opponent with a single punch.
The voiceover then states, 'Refreshing… Better than a slap in the face'.
"The main objective of the new communication is to build interest and excitement in Halls Mentholyptus to drive sales, especially because the brand has not had any thematic support for almost three years," said a company spokesperson.
Cadbury Adams has a large presence in the 4.5 billion baht (US$1.2 million) Thai candy market with brands such as Dentyne, Trident, Chiclets, Trebor and Halls, a market leader in the category.
