McCann Erickson Thailand has released a 45-second television commercial for the brand titled ‘Journey of discovery’. The project is also supported by print, outdoor and point-of-purchase displays.
The campaign targets young achievers in Thailand. It aims to tie in a more meaningful image to the brand than just a beverage product. The ad tells the story of a woman who has been secretly watching a male friend. He mesmorises her, not because of his charm, but because of his confidence and good will.
“Creating any sort of alcohol advertising in Thailand is an exercise in jumping through hoops, half of which you don’t know exist! The team and Film Factory did a great job of remaining true to the brand whilst communicating a very strong message of social responsibility,” said Martin Lee, chief creative officer at McCann Worldgroup Thailand.
“We always see alcohol TVC’s with successful men or friendship. But for the Meridian Brandy TVC, the story is twisted to the way one woman appreciates one man. Beneath his luxurious lifestyle and friendliness, he also has a big heart to care for nature and the world. Thus, this is the Meridian Brandy man - the perfect man in every aspect,” the team at McCann Erickson Thailand also added.
ThaiBev launched Meridian early this year and it is the first time the company has ventured into the brandy market. It is aiming to reach a 10 per cent market share in Thailand this year. Meridian is positioning itself as a brandy for a younger demographic rather than as a drink for senior people.
Translated synopsis:
Women: I always wonder what are the good things that I see in him.
Maybe it’s the ‘strength’ that is shining in his eyes.
Or it’s his sense of fun.
Or his courage to face and get through all obstacles to reach his goals.
On Document: Sea Turtle Preservation
Women: Like many things that he’s achieved. Now I know what I see in him.
Voice over: It’s the little things he does that can help make our society happier. Look ahead and reach your goals.
Credits:
Project Journey Of Discovery
Client Thai Beverage Marketing Co
Creative agency McCann Erickson Thailand
Chief creative officer Martin Lee
Creative director Supachai Toemtechatpong
Agency producer Siriwan Bumroonphol
Media agency Intiative Media & Dhossapak
Production company The Film Factory
Exposure Television, print, outdoor, point-of-purchase
The campaign targets young achievers in Thailand. It aims to tie in a more meaningful image to the brand than just a beverage product. The ad tells the story of a woman who has been secretly watching a male friend. He mesmorises her, not because of his charm, but because of his confidence and good will.
“Creating any sort of alcohol advertising in Thailand is an exercise in jumping through hoops, half of which you don’t know exist! The team and Film Factory did a great job of remaining true to the brand whilst communicating a very strong message of social responsibility,” said Martin Lee, chief creative officer at McCann Worldgroup Thailand.
“We always see alcohol TVC’s with successful men or friendship. But for the Meridian Brandy TVC, the story is twisted to the way one woman appreciates one man. Beneath his luxurious lifestyle and friendliness, he also has a big heart to care for nature and the world. Thus, this is the Meridian Brandy man - the perfect man in every aspect,” the team at McCann Erickson Thailand also added.
ThaiBev launched Meridian early this year and it is the first time the company has ventured into the brandy market. It is aiming to reach a 10 per cent market share in Thailand this year. Meridian is positioning itself as a brandy for a younger demographic rather than as a drink for senior people.
Translated synopsis:
Women: I always wonder what are the good things that I see in him.
Maybe it’s the ‘strength’ that is shining in his eyes.
Or it’s his sense of fun.
Or his courage to face and get through all obstacles to reach his goals.
On Document: Sea Turtle Preservation
Women: Like many things that he’s achieved. Now I know what I see in him.
Voice over: It’s the little things he does that can help make our society happier. Look ahead and reach your goals.
Credits:
Project Journey Of Discovery
Client Thai Beverage Marketing Co
Creative agency McCann Erickson Thailand
Chief creative officer Martin Lee
Creative director Supachai Toemtechatpong
Agency producer Siriwan Bumroonphol
Media agency Intiative Media & Dhossapak
Production company The Film Factory
Exposure Television, print, outdoor, point-of-purchase
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