OATSIDE wants to announce a global brand message in Thailand
as ‘The world’s most delicious milk’.
Unfortunately, the Thai FDA launched new regulations
that resulted in the banning of the word ‘most’ in advertising, regardless of the context as the claim can’t be proven with documentation. Any violation could result in jail time.
We need to change what we wanted to say (since it’s now illegal) into something the FDA
will approve. We then realized that the ‘truth’ from the consumers themselves
could work as the they’re the only group of people who can prove our deliciousness.
This is an opportunity to turn a typical brand ad into a consumer generated ad.
Key visual
We started the campaign #OatsideSOS with a post on social media asking our Thai fans
to help us write lines that describe how OATSIDE is the world’s most delicious milk without saying it. Then, we pick up some of the lines our Thai fans had sent us and use them as headlines
on our billboards, showing their names. We use them as both online and outdoor advertisements
to show that we’re really yummy and we didn’t make this up.
We got more than enough lines for our launch campaign which gave us even better result than we expected without the FDA trying to fine or imprison us. Way to go!
final outdoor ad, that we use 125 lines from consumer.
concept board
video case study
Agency : Rabbit's Tale (2023)
Client : OATSIDE THAILAND
