Ogilvy Group’s Not Very Sweet campaign for Delight targets Thailand’s younger generations
Ogilvy Group Thailand has released this ‘Not Very Sweet’ campaign promoting Delight Drinking Yogurt, who have been an underdog in the market – compared to dominant brands like Yakult. Traditionally, consumer perceptions have homogenized all drinking yogurts, largely because many brands have emulated Yakult’s successful formula in terms of taste and packaging.
Thais have a deep-rooted tradition of cooking and consuming sweetness for ages, which presents a unique challenge for the brand in introducing a less sweet option. However, with an open mind and a few days of trying Delight, they can adapt to the new sweetness standard. This transition not only aligns with their changing health preferences but also offers long-term health benefits.
Aiming to become a top-of-mind brand without losing their core mission of consumer care, Ogilvy Group Thailand reinvented the product line to cater to modern health preferences. The brands formula features a unique strain of microorganisms called ‘Imulus,’ designed to proactively benefit today’s health-conscious consumers. Notably, they’ve introduced a variant with just 0.1% sugar, answering the call for less sweetness without sacrificing quality.
In recognizing that expressions of love have evolved to be ‘less sweet yet full of love,’ a clear parallel with their low-sugar, high-quality product. To underscore this connection, Ogilvy Group Thailand deployed engaging storytelling populated by relatable characters and activities that resonate with younger generations. These narratives are laced with a surprising element: characters communicate in a loud, seemingly blunt tone, creating an initial impression of indifference. However, their words are imbued with genuine care and love.
VIEW THE NOT VERY SWEET, THE COUPLE SPOT
VIEW THE NOT VERY SWEET, BROTHER SPOT
VIEW THE NOT VERY SWEET, MOM AND SON SPOT
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Credits
Client: Dutch Mill Co., Ltd.
Brand: Delight
Product: Dutch Mill Delight 0.1% Sugar
Advertising Agency: Ogilvy Group Thailand
Chief Executive: Jiravara Virayavardhana
Chief Creative Officer: Gumpon Laksanajinda
Executive Creative Director: Supparat Thepparat
Creative Director: Rattiya Suphatanasilpa
Creative Group Head: Supakij Samudchaiyakij
Senior Art Director: Jiraporn Dechraksa
Art Director: Thanaphorn Sroyphuraya, Jiraporn Dechraksa, Rattiya Suphatanasilpa, Supparat Thepparat, Gumpon Laksanajinda
Copywriter: Supakij Samudchaiyakij, Rattiya Suphatanasilpa, Supparat Thepparat, Gumpon Laksanajinda
Group Business Director: Niwat Rungruangworawat
Senior Account Director: Thanida Susantud
Account Associate: Saowanee Sirithongpaibool
Agency Producer: Yuthapong Varanukrohchoke
Agency Producer: Sakonpob Sinsuk
Senior Manager, Strategy: Bodin Witta
Senior Associate, Strategy: Varisara Srisukh
Production Company: Suneta House
Film Director: Teerapol Suneta
Assistant Director 1: Manoo Techadee
Assistant Director 2: Napat Vorasuk
Production Producer: Chanapa Ployarunrung
D.O.P: Chalongwut Chorruangsak
Gaffer: Chanthut Kasemsantinavin
Sound Designer: Anuparp Suriyathon
Art Director: Pornchai Cheeranoon
Prop Master: Surasak Maneekum
Casting: Narissara Makmane
Stylist: Montatip Narong
Make Up Artist: Anchisa Kanoksirisirachot
Location: Jirawat Santaratchai
Editor: Sarawut Kaweethammawong
Telecine: Nattacha Khajornkiatsakul
VTR: Somjaet Jiwkrang (Positive4)
Sound Mix: Danai Suthamcharee (Sound Space)
