Campaign SpotlightPress Release

Oatside storms Twitter, apologizes ‘for being too popular’

BANGKOK, THAILAND — While social media makes it easy for people to complain about brands these days, it becomes tough when brands get complaints about every little thing, even for being too popular.

Take oat milk brand Oatside for example. Its products are so popular, it went out of stock only a couple of months after the first distribution. This resulted in complaints about how its milk tastes good but is so hard to find due to its product availability. Instead of apologizing like how brands normally would, Oatside took its apology using the cutest approach ever. The brand went on Twitter, the platform where the problem started, and initiated the conversation by saying “sorry for being too popular.” At the same time, it solved the problem by announcing a big restock and tagged those people who complained to accept the apology.


Oatside further created a special gift set with hand-crafted, customized postcards as an apology to each and everyone who complained. Such act of sincerity won the public’s hearts resulting in free media from real consumer shares that helped to spread not just how cute and loveable the brand is but also how delicious its product is.



Agency: Rabbit’s Tale
Chief Executive Officer: Sunard Thanasanaksorn
Managing Director: Sakunnapak Chaipracha
Chief Creative Officer: Noranit Yasopa
Executive Creative Director: Papop Chaowanapreecha
Creative Director: Kanon Umpornsirirat
Senior Copywriter: Chotchanit Chanpensuk
Art Director: Nutkritta Lertpitiwatana
Project Management Officer: Prapapan Waiyapat
Executive Director Strategic Planning: Nathanit Tantanapornkul
Strategic Planning Manager: Cholsara Niwatsiriwong
Strategic Planner: Thitirat Wattanasombat
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

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