Humorous angle to set new Oishi tea brand apart

Oishi's Ninja tea is a blend of black sesame and red bean that pushes the brand values of health and 'fun to drink'. The campaign, developed by Y&R Thailand, consists of TV, print and radio ads and uses a traditional Japanese ninja character to represent the product. Two 15-second spots, 'Bee' and 'Hanging Clothes', were created in which a ninja appears out of nowhere to help a housewife with both an annoying bee in her kitchen and an unhelpful boyfriend who won't bring in the laundry. It turns out at the end of each spot that the ninja has, in fact, come from the bottle of Oishi Ninja Green Tea within the fridge. "Black sesame and red beans are healthy ingredients that are famous food types for ninjas, who need lots of energy," said Y&R senior account director Tida Vibulvanich. "We hope this campaign will help differentiate Oishi as an innovative and healthy Japanese ready-to-drink green tea brand." The campaign will run nationwide for two months. Oishi competes with a number of brands in the Thai ready-to-drink green tea category, including Unif, Sensha, Puriku, Tozen and Mochi.