IngOn Herbal Soap embraces leftover soap scraps in new campaign via Wolf BKK
IngOn Herbal Soap becomes the first brand in the soap category to turn the “almost-gone soap” moment into a product benefit through its latest campaign with Wolf BKK and Factory01.
In Thailand, bar soap remains the choice of millions – satisfying to use, affordable, and something worth every penny. So when a bar starts to thin, the instinct kicks in: use it fully, right down to the very end. When it wears down to its last scrap, people press that “almost gone soap” onto a new bar, hoping the two will merge into one and keep going until there’s nothing left. It’s a ritual shared by bar soap users around the world. And for IngOn, it became an opportunity.
‘IngOn Herbal Soap’ is crafted with a consistent blend of natural oils that not only feels gentle on skin, but also makes the soap naturally easier for leftover soap scraps to stick onto – regardless of how small, dry, or even what brand they came from. What most brands would see as a leftover problem, IngOn turned into a brand switching strategy.
Inspired by this uniquely human behavior, the campaign shifted from talking about beauty benefits to behavior itself. The film, directed by top Thai director Wuthisak ‘Un’ Anarnkaporn, told the story through the relationships between soap bars, comparing old and new soap to people who simply cannot stay together. Ending with an unexpected packshot: real soap scraps from competing brands physically attached to IngOn bars – a bold visual never seen before in the soap category.
After more than 20 years on Thai shelves, IngOn wasn’t just launching a campaign. It was making a quiet invitation: whatever soap you use today, when it becomes an “almost gone” piece, come stick, switch, and begin a new bar with IngOn.
Credits
Brand: IngOn Herbal Soap
Agency: Wolf BKK
Chief Creative Officer: Torsak Chuenprapar
Managing Director: Natdhee Sopondhitipun
Creative Group Head: Pandarie Somjit / Panupong Putong
Copywriter: Poomrapee Ongardvanish
Art Director: Narada Kittikunokorn
Group Communications Director: Sirapa Kanchanasuppawong
Communications Director: Sawarin Juntaratip
Agency’s Producer: Prapapan Waiyapat
Production House: FACTORY 01 BANGKOK
Director: WUTHISAK ANARNKAPORN
Executive Producer: RUNGTAWAN NANTHASAEN
Producer: WARUNTHORN CHARNJITKUSOL
1st Assistant Director: MATTANEE UAJARERNSUP / CHANINART CHUEHOM
Production Manager: BOONSITA LIMPRASERT
Director Of Photography: ABHISIT PRASONGSUP
Casting Director: PORNTHIP MUTTISOM
Stylist: KWANHATAI CHITTIWATANA
Art Director: SARAWUT KREWNAMYEN (PANTANGARTWORK)
Post Producer: WIPAWEE KHIRIRAT
Editor: CHALEAMCHON NATIPAT
Sound Mixing: ARTHIT VONGMETTA (MELLOW TUNES)
Colorist: TUCHTRAM THIENTAWACH
Flame Artist: NANTACHAI SAMAPHUTTI (ONE COOL PRODUCTION)
