The campaign, created by Y&R Thailand, introduces Oishi’s redesigned packaging — as well as a new mini-pack —following a period of low advertising activity in Thailand’s lively green tea market.
“Oishi wants to bring freshness to its already popular product,” said Tida Vibulvanich, senior account director at Y&R Thailand. “The company has also introduced a smaller pack to appeal to tea drinkers who prefer smaller servings.”
A 30-second TV spot, ‘Unrecognisable’, is set around a blind date. A girl describes herself as wearing a pink dress and white sneakers with a Shinawa tattoo on her left hand and a pack of Oishi in her right. But her date is convinced he’s got the wrong girl when he sees her holding the newly-redesigned Oishi pack.
Another spot features a midget couple in which the boy does not recognise his partners as she is holding a mini Oishi pack.
“We hope the commercial will imprint the new Oishi pack into our target group’s psyche, as well as initiate new trials through the small pack,” added Tida.
Oishi commands a 40 per cent share of the green tea market, which grew 100 per cent for two years after 2004 amid rising demand and fierce competition. However, market growth flattened last year, at five billion baht, and advertising for green tea brands quietened.
Thailand’s green tea market is saturated with a number of brands vying for dominance, including Unif, Sensha, Tozen, Puriku and Mochi.
