SangSom Thai Rum teams up with SOUR Bangkok to demonstrate the brand’s sustainability spirit via ‘The Repurpose Bar’ installation
SangSom Thai rum has partnered with SOUR Bangkok to give 11,000 wasted bottles new purpose via ‘The Repurpose Bar’, demonstrating the brand’s sustainability spirit.
In 2022, SangSom Thai rum brand and the parent company made strong commitment to sustainability. One of their core goals by 2025 is to retrieve 100% of glass sold in Thailand for reuse and recycling purposes. But how can the brand let the consumers know this significant brand’s movement in a way they feel related to and can also engage with?
SangSom Thai Rum has launched its first statement via ‘The Repurpose Bar’, the bar that gives new purpose to 11,000 used SangSom bottles collected from all over Thailand, turning waste into opportunities to design an iconic bar before all the bottles are sent to reuse. This eye-stopping pavilion becomes one of the hottest landmarks of Wonderfruit Festival 2022, the largest music and culture festival that stands for sustainability and has the most international festival goers in Thailand.
In partnership with SOUR Bangkok, architects and engineers, the bottle installation is designed to form a round pavilion which resembles the ‘Full Moon’, the meaning of SangSom, encircling the party dance floor. The drinking bar is designed to be the rum stock where the bartender can take the SangSom bottles to mix the drink, before putting it back into the pavilion wall. The whole construction is also Zero Plastic, with 100% reusable structure, which all the bottles will be sent to reuse for more parties to come.
Finally, the spirit of Thai rum doesn’t stop only at ‘reuse’ but, ‘repurpose’ meaningless bottles to new purpose that gives captivating memorable experiences with millions of check-ins. SangSom aims to amplify ‘The Repurpose Bar’ into platforms that ignite sustainability spirit for other festivals, to continuously imprint sustainability movement, making a real change for the whole beverage industry.
Credits
Client: SangSom
Agency: SOUR Bangkok
Executive Creative Director: Damisa Ongsiriwattana
Managing Director: Pimmard Leenutaphong
Associate Creative Director: Warangrat Rattanabumrung
Senior Art Director : Sitta Jantarawong
Copywriter : Tevit Phadungnanon
Agency Designer : Ratta Srisong
Account Director : Pitchayaporn Taivejasart
Senior Account Executive : Chavisa Buakruen
Social Media Director : Napas Warasestasak
Media Planning Manager : Rattanakorn Somprasopsuk
Social Media Specialist : Panicha Prasitanond
Media Buyer : Jiraphat Chaithongkham, Ramida Chittragorn
Performance Media Specialist : Natthanicha Punakaputra
Producer : Wuttipon Thanopajai
Design Studio: SALT & PAPER Design Studio/ SOUR Bangkok
Designer : Pipidh Khowsuwan
Engineer : Jedsadakorn Najakoon
Production: BANGKOK CANVAS
Photographer : Kanrapee Chokpaiboon
Assistant Photographer : Adsadang Satsadee
