The common creative formula for healthy products tends focus on the functional purpose. However, Ovaltine’s campaign takes a step back and aims to put the brand in the context of the big picture. The ad tells viewers where the ingredients come from under the line ‘Brings Natural Goodness to You’.
The campaign features Thai actress Lalita Sasiprapa and her real family. Sasiprapa plays as a storyteller in the TV ad and takes her family to the countryside, where Ovaltine picks the best ingredients to go into the drink. Aired in all communication mediums like TV, print, OOH and more, Ovaltine has also launched 4000 kiosks around Thailand to raise brand awareness.
The campaign will run till early next year, and the agency said a later phase is in plan.
According to Y&R Bangkok, the agency behind the campaign, Ovaltine holds 75 per cent share of the malt food and drink market in Thailand. Y&R has been agency-of-record since 1999.
Credits:
Project Ovaltine Brings Natural Goodness to You
Client AB Food & Beverages Co., Ltd.
Creative agency Y&R Bangkok
Executive creative officer Trong Tantivejakul
Associate creative director Kijchapon Patiwongphaisarn
Senior copywriter Nittaya Chanruechai
Agency producer Kamonthip Pa-Obthong
Media agency Initiative
Production company I Am Good
Exposure Television, print, outdoor, digital
The campaign features Thai actress Lalita Sasiprapa and her real family. Sasiprapa plays as a storyteller in the TV ad and takes her family to the countryside, where Ovaltine picks the best ingredients to go into the drink. Aired in all communication mediums like TV, print, OOH and more, Ovaltine has also launched 4000 kiosks around Thailand to raise brand awareness.
The campaign will run till early next year, and the agency said a later phase is in plan.
According to Y&R Bangkok, the agency behind the campaign, Ovaltine holds 75 per cent share of the malt food and drink market in Thailand. Y&R has been agency-of-record since 1999.
Credits:
Project Ovaltine Brings Natural Goodness to You
Client AB Food & Beverages Co., Ltd.
Creative agency Y&R Bangkok
Executive creative officer Trong Tantivejakul
Associate creative director Kijchapon Patiwongphaisarn
Senior copywriter Nittaya Chanruechai
Agency producer Kamonthip Pa-Obthong
Media agency Initiative
Production company I Am Good
Exposure Television, print, outdoor, digital
