Founder takes centre stage in Y&R Thailand’s latest campaign for Ichitan Green Tea
Y&R Thailand has launched its latest campaign for drinks company Mai Tan Co Ltd to promote a new flavor, Ichitan Organic Green Tea. As with earlier award-winning campaigns for the brand, the campaign focuses on the CEO of drinks company Mai Tan Co Ltd, Tan Passakornatee, a well known personality in Thailand and drinks expert who is extremely passionate about green tea as a brand essence.
VIEW THE SPOT (In Thai, but you get the idea)
The campaign, entitled ‘Organic Tea from Tan’ began with an Intro TVC to trigger interest and differentiate the product from similar drinks in the marketplace, by encouraging consumers to visually remember the Ichitan bottle and correctly pronounce the product name. A thematic TVC was then launched which features Tan in multiple roles, involving himself in every process of green tea production from organic tea selection, through to tea packing and delivery, all done with passion and dedication.
The campaign will run on TV, Cable TV, BTS Sky Train, Press, Magazine and In-store.
Commenting on the campaign, Trong Tantivejakul, Executive Creative Director, Y&R Thailand says, “Imagine how long it takes for each consumer to decide what he/she should drink when standing in front of a supermarket shelf? There are hundreds of beverage brands on display and 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.”
As Tan himself says, “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.
Campaign production credits:
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