Y&R Thailand launches Ichitan Double Drink campaign

The campaign features TV, cable TV, BTS Sky Train, radio, press and in-store exposure.

The strategy of the campaign was to trigger interest by maximising Mai Tan Co owner Tan Passakornnatee's larger than life personality. In the TVCs, business man Tan is shown socialising with his unlikely good friend, a talk show comedian.

It aims to convey the message that sometimes very different ingredients, when combined can produce unexpectedly great results - in this case, the flavours in Double Drink. 

In addition to branding and advertising strategy, Y&R also designed the packaging for Double Drink, showcasing the two ingredients mixing on a white background in order for it to stand out in a crowded beverage market.

Y&R devised the company's corporate name Ichitan from 'ichi' meaning 'number one', and Tan in honour of Mai Tan's owner. The agency also came up with the 'Double Drink' concept consisting of Thai herbal and international fruit flavour combinations, including Butterfly Pea + Berry and Lemon Grass + Kiwi.

"We've worked as partners with Mai Tan from the very inception of this product, through to its launch in the marketplace. While most marketers are going for a 'healthy drink' benefit in this market, we started with the idea of unique ingredients," said Trong Tantivejakul, chief creative officer at Y&R Thailand.

He added, "We kept the campaign simple yet impactful by focusing on the packaging design to effectively demonstrate the product ingredients and resisting the usual approach in the beverage market of using popular movie stars or singers by using the founder of the company and his friend to make the TVC really stand out."

Credits:

Chief creative officer Trong Tantivejakul
Copywriter Nuwadee Ketraungroch/Katesuda Yimcharoen
Art director Jirasak Tangkanopas
AMD/planner Tida Vibulvanich/Rattanawadee Lertviriyavanich/Niti Tantigate
Social media Mai Tan Co
Director Suthon Petchsuwan
Production House MumFilms
Post production The Post BKK
Media agency Media Matrix (Thailand)