BANGKOK, THAILAND — Oatside, a Singaporean oat milk brand, has recently launched in Thailand and has gained phenomenal popularity due to its incredibly delicious taste, the result of the delicate process of making “the world’s most delicious milk” – the brand’s mission which it aims to communicate to the public.
However, the use of the phrase “the best in the world” for advertising is not allowed in Thailand, as it may be considered overstated. Instead of retreating to the regulation, Oatside decided to go around it by responding with an impactful response.
In partnership with Thai agency Rabbit’s Tale, brand decided to launch “Oatside SOS,” the campaign which started with a social post inviting everyone to help come up with alternative phrases to describe Oatside’s taste that could be referred to without mentioning “most delicious milk in the world.” This campaign encourages people to creatively express their love for the brand.
The campaign went viral after it was launched as many were interested in joining these fun activities. Oatside’s fans helped confirm the product’s deliciousness with endless comments on Facebook and Twitter with all kinds of creatively interesting phrases to describe the taste. But the buzz didn’t stop online; Oatside went all out and actually used the phrase that everyone helped come up with on real outdoor medias throughout Bangkok causing the fans to hunt for their own phrases to share on social.
From non-stop comments on social posts to outdoor media then back to social again, this campaign not only generated buzz and voices for the brand but also reaffirmed that Oatside’s taste is really delicious by those who matter most – the consumers themselves.
Chief Executive Officer: Sunard Thanasanaksorn
Managing Director: Sakunnapak Chaipracha
Executive Creative Director: Papop Chaowanapreecha
Creative Director: Kanon Umpornsirirat
Senior Copywriter: Chotchanit Chanpensuk
Art Director: Nutkritta Lertpitiwatana
Associate Project Management Director: Chanok Thongdee
Project Management Officer: Prapapan Waiyapat
Chief Media & Performance Officer: Patthanin Samairat
Media Planning & Performance Director: Panramon Lertsrikittiwat
Senior Media Buyer: Pawncharin Choochuang
Media Planner: Noramon Thuenyuenyong
Community Team lead: Teeradet Patinyapirom
Community Executive: Sarinya Muneerungsee
Group Account Director: Dechakorn Amornwachirabodee
Senior Account Manager: Nattawut Methithawat
Account Executive: Natnicha Vangveravongsa
Animator Group Head: Chrisjunior Drabik
Animator: Naphat Saksitphiphat
Animation Illustrator: Intu-on Eamsilapun
Junior Animator: Supansa Kaewsompak
Co-Producer: Natnicha Joemjan
Sound Production Company: Tem Siang Co., Ltd.
Sound Engineer: Manorom Hamichart