Agency: Rabbit's Tale


A popular oat milk brand turned weakness into opportunity in the cutest way ever.

While social medias make it so easy for people to complain about brands these days, it’s so tough for brands when they get complaints about every little thing –even being too popular.

Take an oat milk brand like Oatside for example, their products are so popular it went out of stock only after a couple months of first distribution and they got complaints from Twitter about how their milk tastes good but so hard to find due to their product availability. Instead of apologizing to those complaints like how normal brands would, Oatside take their apology to the cutest approach ever! Using the platform where the problem starts, they initiated the conversation on Twitter by saying sorry for being too popular while solving the problem by announcing a big restock and tagged those people who complained to accept the apology. They went even further by creating a special gift set with hand-crafted, customized postcard as an apology to each and everyone who complained. Such act of sincerity completely won the public’s hearts resulting in free media from real consumers shares that helped spreading not just how cute and loveable the brand is but also how delicious their product is that it became out of stock so quickly.

At the moment, the brand no longer has to worry about sales or brand love from consumers too. The only thing they have to worry about is keeping the stock available now that they became even more popular!

This professional campaign titled '#SorryTooPopular' was published in Thailand in December, 2022. It was created for the brand: Oatside, by ad agency: Rabbit's Tale. This Content and Digital media campaign is related to the Food and Soft Drinks industries and contains 5 media assets. It was submitted over 1 year ago by Corporate Communication Officer: Kanokwan C of Rabbit's Tale Company Limited.


Agency: Rabbit’s Tale
Chief Executive Officer: Sunard Thanasanaksorn
Managing Director: Sakunnapak Chaipracha
Chief Creative Officer: Noranit Yasopa
Executive Creative Director: Papop Chaowanapreecha
Creative Director: Kanon Umpornsirirat
Senior Copywriter: Chotchanit Chanpensuk
Art Director: Nutkritta Lertpitiwatana
Project Management Officer: Prapapan Waiyapat
Executive Director Strategic Planning: Nathanit Tantanapornkul
Strategic Planning Manager: Cholsara Niwatsiriwong
Strategic Planner: Thitirat Wattanasombat
Chief Media & Performance Officer: Patthanin Samairat
Media Planning & Performance Director: Panramon Lertsrikittiwat
Senior Media Buyer: Pawncharin Choochuang
Media Planner: Noramon Thuenyuenyong
Community Team lead: Teeradet Patinyapirom
Community Executive: Sarinya Muneerungsee
Group Account Director: Dechakorn Amornwachirabodee
Senior Account Manager: Nattawut Methithawat
Account Executive: Natnicha Vangveravongsa


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