Sour Bangkok introduces the SangSom ‘AM/PM’ Collection with fashion prices that fluctuate based on Thailand’s legal alcohol sales times

Due to alcohol restriction sales times in Thailand, people can only buy alcohol between the hours of 11 am-2 pm and 5 pm-midnight.

SangSom, the largest Thai rum brand, and Sour Bangkok turned this burden into an opportunity to get more brand love and hype from the younger generation in Thailand.

It is a normal practice for alcohol brands to launch merchandising items promoting their product. But when SangSom launched their ‘AM/PM collection’, the brand playfully hijacked these prohibited times of selling alcohol.

During the day, when people cannot buy alcohol, they can buy the fashion items with the regular price starting from US$12 to US$40. However at night, the price insanely skyrockets to 1,000 times more expensive making it more sensible not to buy the fashion items, and to keep on enjoying drinking SangSom rum.

All SangSom fashion items were designed by renowned illustrator Phannapast Taychamaythakool who established famous craftworks for Gucci Thailand.

SOUR Bangkok’s idea is promoted by the high and low prices that change according to day and night and customers can choose to purchase via the online shop in Thailand.

Credits –
Designer: Phannapast Taychamaythakool
Managing Director: Pimmard Leenutaphong
Executive Creative Director: Damisa Ongsiriwattana
Creative Director: Warunpon Trithepwijit
Associate Creative Director: Nopparath Eksuwancharoen
Copywriter: Warangrat Rattanabumrung
Art Director: Sutinee Satesawan/ Sitta Chantarawong
Account Executive: Phakwan Somboonphon
Social Media Director: Napas Warasestasak
Community Manager: Tevit Phadungnanon
Producer: Wuttipon Thanopajai
Photographer : Nucha Jaitip