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Top 6: March 10th 2021
Direct Marketing
SangSom: Bucket For 1
Top 6: March 10th 2021
BACKGROUND Those who’ve been to a famous ‘full moon party’ have probably heard of the “Sharing Bucket”. It’s a common sight at parties in Thailand, where party-goers share a drink with different straws from the same bucket. Groups would sit together and pass the bucket around, sipping and sharing. Sounds fun, right? But in this Covid era, it also sounds quite risky. As Thailand is one of the most successful countries in containing the pandemic, it’s also one of the first to lift its lockdown regulations. As of now, the ‘new normal’ life has resumed in the land of smiles. With people getting back together, but with some precautionary measures and new etiquette, such as the saying that ‘sharing is not caring’ anymore.
THE STRATEGY Without changing drinkers’ behavior, we decided to redesign our bucket instead. SangSom Thai rum brand is first to make sure that Thais and visitors can still continue to enjoy this unique Thai party sharing culture through the bucket with the mixers of their choices, with consideration and social responsibility. THE IDEA We’ve redesigned the iconic “Sharing Bucket” to be a “Bucket For 1”, to ensure safe partying for all shaping new behaviour under the current climate. The new design is made perfect for individuals, and has a special lid design that lets party-goers twist and turn to mark their own initials to prevent mix-up. Giving a whole new meaning to responsible drinking and partying. SangSom “Bucket For 1”. It’s designed for one… but safe for everyone.
Media Buyer : Jiraphat Chaithongkham |
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