Hang Virgin targets female drinkers

Hang Virgin is being touted as a product that will enable women to maintain youthful, healthier-looking skin after a night of partying. The campaign consists of a thematic 30-second TVC along with two 15-second spots, print, radio, ambient, merchandising and a new website. The campaign focuses on the core beauty benefits: 'Stay healthy and party longer. Hang Virgin helps maintain your beauty through any celebration.' Hang Virgin is the latest variant of Bite's Hang product range. The original Hang is a well-known anti-hangover drink in Thailand, while Hang Foreplay, which offers a preventative function, launched last year. With almost 30 per cent of Thailand's 18 million alcohol drinkers being female, Bite is looking to sell 800,000 units of the 75ml Hang Virgin bottles each month. As Burnett group account director Thipayachand Hasdin points out, the target audience is women who enjoy socialising, but are conscious of the damaging side effects to their skin. "With Thai women socialising to a greater degree than ever before, they want to enjoy (that) lifestyle without having to worry about beauty sleep and a dreaded hangover," said Hasdin. "Hang Virgin contains natural beauty supplements and herbs to help maintain youthful, healthier-looking skin, even after a night of partying." Hasdin added that part of the challenge came from the strict regulations on alcohol advertising in Thailand. "It's quite a challenge for the team as we have to position it in such a way that it doesn't portray or encourage heavy drinking." The campaign is split into two components. While more targeted media such as magazines, advertorial and ambient speak directly to women, the mass channels of radio, print and TV tout the overall anti-hangover positioning.