Dutch Mill and Flash Bomber launch SoGhurt, Thailand’s first fizzy yoghurt drink

Dutch Mill, one of Thailand’s leading dairy brands, has launched SoGhurt, its first-ever fizzy yoghurt drink, in collaboration with Flash Bomber. Neither milk nor plain yoghurt, SoGhurt combines the goodness of yoghurt with the sparkle of soda, creating a beverage that’s both refreshing and beneficial — designed for a new generation of soda drinkers.

In Thailand, soda is often seen as fun but not healthy, while yoghurt is perceived as healthy but not exciting. By combining the two, Dutch Mill is breaking category conventions with a mix that makes no sense, yet somehow works

“Gen Z grew up with a culture of memes and randomness that doesn’t need to make sense, just like this product,” said Thanasorn Janekankit, Flash Bomber’s CCO. “We tapped into that playful spirit by creating a story that celebrates doing things for no reason other than the fact that they are fun and good for you. That is what SoGhurt stands for, the first fizz with benefits.”

The product even comes with a playful warning: “Do not shake before drinking.” This line playfully mocks the habit of shaking Dutch Mill’s drinking yoghurt. The launch film builds on that spirit with nonsensical humor in a playful, high-energy style, positioning SoGhurt as a disruptive new choice while staying true to Dutch Mill’s promise of bringing goodness in every sip.

Credits
Brand: Dutch Mill
Product: SoGhurt
Advertising Agency: Flash Bomber
Chief Creative Officer: Thanasorn Janekankit
Creative Director: Supachai Limvutivong
Copywriter: Buris Intrasawek / Tin Siridej / Supachai Limvutivong / Thanasorn Janekankit
Art Director: Machima Phantaksin
Senior Art Director: Nattakit Satitviboon
General Menager: Sujira Srivarakiat
Account Manager: Nachan Neanchaleay
Agency Producer: Nutcha Mauthorn