Thailand fruit juice brand Tipco has launched a new campaign positioning itself as a “new kind of insurance that gives you more than any other insurance.” And it’s affordable says the campaign – at only 18 Thai baht a day.
The message comes as the COVID-19 pandemic has given rise to people’s awareness of not only the importance of good health but also good health insurance.
As the campaign pitches in the TVC, which is a bit of a stretch but none-the-less accurate if we go by health research regarding the benefits of all brands of juice, “it provides you with the immunity right after drinking”. We are unsure of the breadth of health advertising laws in Thailand, but for the sake of the brand, let’s hope officials have a sense of humor.
Conceptualized by Brilliant & Million Thailand, the approach is anchored in the belief that consumers are not interested in fruit juice products because there are many choices that offer similar cliched benefits.
Credits
Agency: Brilliant & Million Thailand
Agency Network: Publicis Groupe Thailand
Chief Executive Officer: Sorada Sonprasit
Chief Creative Officer: Sompat Trisadikun
Executive Creative Director: Titipun Tubthong
Strategic Planning Group Head: Kanokporn Kulsri
Associate Creative Director: Rachata Punyathanasakchai
Copywriter: Julalak Phinchaem
Strategic Planning Supervisor: Saharat Narukatpichai
Account Director: Jidapha Pimthanothai
Account Supervisor: Wutcharapon Putyon
Account Executive: Kittin Thupthai
Production
Production Team: Brilliant & Million
Head of Multimedia Designer: Yuttana Chaiwat
Editor: Likasit Dacha
Original Video Footage from Tipco Brand
