As with earlier campaigns for the brand, the focus is on Mai Tan Co’s CEO Tan Passakornatee, a well known personality in Thailand, who is extremely passionate about green tea as a brand essence.
The campaign, entitled ‘Organic Tea from Tan’ began with an introductory TVC to trigger interest and differentiate the product from similar drinks in the marketplace. It encouraged consumers to visually remember the Ichitan bottle and correctly pronounce the product name.
A thematic TVC was then launched, featuring Tan in a number of roles. He takes part in every process of green tea production from organic tea selection, through to tea packing and delivery.
The campaign will run on TV, cable TV, the BTS Sky Train in Bangkok, press, magazines and in-stores.
Trong Tantivejakul, executive creative director, Y&R Thailand said that consumers have a huge amount of choice when in the supermarket. “We wanted to drive Ichitan Green Tea to stand out from all those brands. While others build the story around a product, we built the brand from the real story of the founder who is truly dedicating all his working life to the green tea business to help create a unique emotional bond between consumers and Ichitan.”
Added Tan, “Getting back into the green tea business, my priority is that I produce the best quality green tea for my customers rather than just being number one in terms of market share.”
Y&R Thailand recently won a Gold Lion at Cannes for an earlier radio campaign for Ichitan.
ECD Trong Tantivejakul
Copy writer Kamolwan Nophaket
Art director Kittisak Poonotok
AMD/planner Tida Vibulvanich, Rattanawadee Lertviriyavanich, Niti Tantigate
Social media Mai Tan Co.,Ltd
Director Araya Surihan
Production house Tongta Films
Post production Spice
Media agency Media Matrix (Thailand)