Thai Beverage Public Company Limited: Chanee Soft Soft Scarf

SangSom ‘AM/PM’ Collection.
The Most Hyped and Weirdest Price fashion items fluctuated by Thai legal alcohol sales time.

Due to alcohol restriction sales time in Thailand, people can only buy alcohol between the hours of 11 a.m.-2 p.m. and 5 p.m.-midnight. SangSom, the largest Thai rum brand, turns this burden into opportunity to get more brand love and hype from young generation.

It is a normal practice for alcohol brands to launch merchandising items. But for SangSom, to launch ‘AM/PM collection, the brand playfully hijacking prohibited time of selling alcohol. During day times, when people cannot enjoy alcohol, they can buy the fashion items with regular price starting from 12-40 USD. But during night times, the price insanely skyrocket to 1,000 times more expensive. This makes more sense not to buy the items but enjoy drinking.

All brilliant fashion items were designed by the renowned illustrator, Phannapast Taychamaythakool who established famous craftworks for Gucci Thailand. The idea is promoted by the shocking prices according to day and night that customers can choose to purchase via online shop in Thailand.