ASIA-PACIFIC – BANGKOK, THAILAND, JULY 2011 – Would you make your CEO the star of your TVC? In Y&R Thailand’s latest campaign for drinks company Mai Tan Co Ltd promoting the new Ichitan Organic Green Tea, Mai Tan CEO Tan Passakornatee brings humor to the spot and makes the most of his status as a well-known personality in Thailand.
The campaign, entitled ‘Organic Tea from Tan’ began with an introductory 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.
“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,” said Tan.
Y&R Thailand Executive Creative Director Trong Tantivejakul commented, “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.”
The campaign will run on free and cable TV, BTS Sky Train, in print and in-store.
Y&R Thailand recently won a Gold Lion at Cannes for an earlier radio campaign for Ichitan.
CREDITS
Executive Creative Director: Trong Tantivejakul
Copywriter: 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
Media agency: Media Matrix (Thailand)
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