audacity bangkok creates new campaign for My Chewy reclaiming the brands name

For generations, Thai people have grown up with My Chewy, Thailand’s best-selling fruit-flavoured milk candy. Known for its chewy texture and vibrant flavours, it has become part of everyday life. So iconic is the brand that many tourists make sure to grab a pack before leaving – otherwise, it almost feels like they haven’t truly visited the country.

Despite its popularity, My Chewy faced an unexpected problem: people rarely called it by its real name. Instead, they referred to it by its appearance or the flavour shown on the packaging – using terms like “the white packaging candy,” “watermelon candy,” or “corn candy.”

To address this, audacity bangkok created an emotional online film inspired by a simple human insight: the difference between the name people call us and the name we truly want to be called.

The film opens with a question: “If you could choose one name, what would you want to be called?”

By drawing a parallel between people being called the wrong name and My Chewy being referred to as anything but its own, the film transforms a branding challenge into a relatable story about identity.

“With this idea, we believed it would resonate with many people – especially those who have been called names they never chose for themselves. In many ways, it’s the same feeling My Chewy has when people call it something else,” said Pisut Nirodsil, Creative Director at audacity bangkok.

A simple reminder that everyone deserves to be called by the name they choose.

And for Thailand’s favourite milk candy, that name is My Chewy.