TBWA\Thailand Juice and Sponsor expand the role of electrolyte drinks with “Life Is Exercise”

July 25 2025, 11:26 am | BY Kim Shaw | No Comments

Sponsor, Thailand’s No.1 electrolyte drink and category leader, is redefining its role beyond athletic performance with a new brand platform developed in partnership with TBWA\Thailand Juice.

 

Traditionally consumed by athletes and serious fitness enthusiasts, Sponsor has long been associated with intense physical exertion. But research revealed a simple truth: electrolytes are lost not just through exercise—but through everyday life.

This insight led to the launch of “Life Is Exercise”, a new creative platform that reframes everyday activities—commuting, running errands, working—as forms of exertion that drain electrolytes just like traditional workouts. The campaign highlights ordinary but physically demanding moments to drive home the relevance of electrolyte replenishment in daily life, not just in the gym.

A series of cinematic films bring this idea to life, repositioning Sponsor as an essential drink for more people, more often. The goal: expand usage occasions, reach a broader audience, and reinforce Sponsor as the go-to choice for electrolyte replenishment—whether you’re working out or just working through life.

Agency: TBWA Thailand\Juice
Chairman: Veradis Vinyaratn
Chief Executive Officer: Phannika Vongsayan
Chief Operating Officer: Mark Petersen
Deputy Chief Creative Officer: Chanatthapol Tiensri
General Manager: Wilasa Klangnarong
Creative Director: Pattarapong Lapjarupong
Copywriter: Chayaphat Visarnbuchanee, Tossaporn Deetapant
Art Director: Phusuda Phusahas
Senior Account Director: Nattapol Wongchantarasak
Account Director: Sarun Prathuangsuksri
Account Manager: Pitchapa Wong
Deputy Chief Strategic Officer: Worawin Ratanasupawong
Associate Strategic Planning Director: Pongpipat Tamavichit
Strategic Planner: Pavinee Assavawathin
Agency Producer: Weerawit Thitimethapirom

Production House: The Martini Shot
Director: Arayanan Markchoo
Producer: Suraboon Purnaveja
Director of Photography: Ariya Ruangsri
Assistant Director: Hathaithip Khumaiem
Production Manager: Manasweee Junsomboon
Art Director: Warapol Prukkosa
Prop Master: Sivadat Dacha
Casting Director: Suwichaya Monhkhonthip
Stylist: Chainavee Saisiangsod
Location Manager: Chartchai Prawsri
Camera: Big Eye
Lighting/Grips: The Cinema Base
Editor: Peeradon Ukkarapipitpinyo
Post Production House: So Good House
Post Producer: Natinee Chawapun
D/H Present Room: Rabbit Gang
Colorist: Mathee Batrapal
AFX: JarnJoe Issara
Digital Artist: Pornlert Panna
Sound Mixer: Sakchai Kangvanprasert
Final Mix: CineSound

TBWA\Thailand Juice and Sponsor expand the role of electrolyte drinks with “Life Is Exercise” TBWA\Thailand Juice and Sponsor expand the role of electrolyte drinks with “Life Is Exercise”