The Couple, Brothers, Mom and Son

Agency: Ogilvy Group Thailand


Delight Drinking Yogurt has long been an underdog compared to dominant brands like Yakult. Traditionally, consumer perceptions have homogenized all drinking yogurts, largely because many brands have emulated Yakult's successful formula in terms of taste and packaging.

Thais have a deep-rooted tradition of cooking and consuming sweetness for ages, which presents a unique challenge for the brand in introducing a less sweet option. However, with an open mind and a few days of trying Delight, they can adapt to the new sweetness standard. This transition not only aligns with their changing health preferences but also offers long-term health benefits.

Aiming to become a top-of-mind brand without losing our core mission of consumer care, we've reinvented our product line to cater to modern health preferences. Our groundbreaking formula features a unique strain of microorganisms called 'Imulus,' designed to proactively benefit today's health-conscious consumers. Notably, we've introduced a variant with just 0.1% sugar, answering the call for less sweetness without sacrificing quality.

In recognizing that expressions of love have evolved to be 'less sweet yet full of love,' we see a clear parallel with our low-sugar, high-quality product. To underscore this connection, we've deployed engaging storytelling populated by relatable characters and activities that resonate with younger generations. These narratives are laced with a surprising element: characters communicate in a loud, seemingly blunt tone, creating an initial impression of indifference. However, their words are imbued with genuine care and love.

This professional campaign titled 'The Couple, Brothers, Mom and Son' was published in Thailand in July, 2023. It was created for the brand: Delight, by ad agency: Ogilvy Group Thailand. This Film medium campaign is related to the Food, Health, and Soft Drinks industries and contains 3 media assets. It was submitted 6 months ago by Senior Creative Coordinator: Kanokthip Chantana of Ogilvy Group Thailand.


Client: Dutch Mill Co., Ltd., Bangkok, Thailand
Creative Agency: Ogilvy Group Thailand, Bangkok, Thailand
Chief Executive: Jiravara Virayavardhana
Chief Creative Officer: Gumpon Laksanajinda
Executive Creative Director: Supparat Thepparat
Creative Director: Rattiya Suphatanasilpa
Creative Group Head: Supakij Samudchaiyakij
Senior Art Director: Jiraporn Dechraksa
Art Director: Thanaphorn Sroyphuraya
Art Director: Jiraporn Dechraksa
Art Director: Rattiya Suphatanasilpa
Art Director: Supparat Thepparat
Art Director: Gumpon Laksanajinda
Copywriter: Supakij Samudchaiyakij
Copywriter: Rattiya Suphatanasilpa
Copywriter: Supparat Thepparat
Copywriter: Gumpon Laksanajinda
Group Business Director: Niwat Rungruangworawat
Senior Account Director: Thanida Susantud
Account Associate: Saowanee Sirithongpaibool
Agency Producer: Yuthapong Varanukrohchoke
Agency Producer: Sakonpob Sinsuk
Senior Manager, Strategy: Bodin Witta
Senior Associate, Strategy: Varisara Srisukh
Production Company: Suneta House, Bangkok, Thailand
Film Director: Teerapol Suneta
Assistant Director 1: Manoo Techadee
Assistant Director 2: Napat Vorasuk
Production Producer: Chanapa Ployarunrung
D.O.P: Chalongwut Chorruangsak
Gaffer: Chanthut Kasemsantinavin
Sound Designer: Anuparp Suriyathon
Art Director: Pornchai Cheeranoon
Prop Master: Surasak Maneekum
Casting: Narissara Makmane
Stylist: Montatip Narong
Make Up Artist: Anchisa Kanoksirisirachot
Location: Jirawat Santaratchai
Editor: Sarawut Kaweethammawong
Telecine: Nattacha Khajornkiatsakul
VTR: Somjaet Jiwkrang (Positive4)
Sound Mix: Danai Suthamcharee (Sound Space)


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