Non-Alcoholic Beverages

Bronze
CAMPAIGN
Doi Kham: The Fruits of his Labour
AGENCY
IPG Mediabrands
CLIENT
Doi Kham
BRAND
Doi Kham, Brand Launch
DETAILS
Thailand was at the peak of an environmental and health disaster. Farms were being ruined and people’s health was being destroyed.
Doi Kham, a relatively unknown Thai juice brand wanted the people of this golden land to fully grasp King Bhumibol Adulyadej’s philosophy of sustainable agriculture, for the well-being of farmers, consumers, shareholders and nation alike.
It asked the people to give its healthy and sustainable products a chance.
So it apologized to the whole country for being different.
Simultaneous public announcements of this apology took the nation by surprise.
·         It successfully penetrated into every demographic, growing either by double or triple digits across a spectrum of target profiles.
·         Its market share increased +22% to no.2 at (24%) in the premium segment, that shrank -1.5% (Tetrapak 2016)
·         It became the undisputed no.1 in the vegetable juice segment, increasing +23% to a (45%) market share (Homescan, Nielsen Consumer Panels, 2016) 
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