What thoughts spring to mind when you think of Thailand? An abundance of magnificent temples adorned with golden statues, an elephant ride, or a traditional Thai dance with intricate movements.
Through the eyes of foreigners, Thai cultural uniqueness is often portrayed and identified as ‘Thainess.’ However, Thais view themselves differently, particularly in this modern age of digital technology, which profoundly impacts their identity, way of life and how they think and react to issues. Thais possess a playful sense of humor, often reflected in their online content and popular meme culture.
In a move to help expand PunThai Coffee’s customer base from the current upcountry travellers to urban Gen Zers, Grey Thailand’s campaign, Creative Thai Taste, has brought elements of modern ‘Thainess’ to showcase the distinctive identity of PunThai Coffee. PunThai Coffee embraces creativity while helping Thai farmers by meticulously crafting beverage menus with locally sourced ingredients. For instance, local palm sugar, with its attractive notes and mellow taste, is used to create a drink such as palm coffee.
Through a one-minute online film, Korean lifestyle YouTube duo Jung and Cullen capture the hearts of Thais with their endearing content and love for Thai culture. They act as visitors, experiencing Thailand’s new and modern culture. For example, the traditional baby pygmy hippo Moo Deng becomes the latest internet celebrity. Little Naga (Buddha’s Snake) Piggy Bank is a colourful new addition blending mythology with modern-day tourism. Likay Heroes, from Thai folk theatre, has been updated with modern touches using superhero costumes.
“This modern humorous phenomenon reinforces how creativity with positivity has become the DNA of modern Thainess, which can uplift everyone in life,” said Sompat Trisdikun, CCO at Grey Thailand.
Credits
Campaign name: Creative Thai Taste
Client/Brand: PunThai Coffee
Managing Director: Sukwasa Pooshutvanitshakul
Marketing Director: Kritpol Mekpanuwat
Senior Director of Marketing and Franchise: Aroonpong Tipkongka
Head of Marketing Communications: Wisut Raweerungcharas
Public Relations Manager: Phimwhalunt Komolboon
Senior Digital Marketing F&B Officer: Surisa Poochatwanichkul
Agency: Grey Thailand
Chief Operating Officer: Kanokkorn Seehapan
Chief Creative Officer: Sompat Trisadikun
Deputy Chief Strategy Officer: Navinda Kittisubkul
Senior Strategic planner : Jidapa Tansutat
Executive Creative Director: Santi Tubtimtong
Creative Director: Thanyaluck Pongacha
Associate Creative Director: Vongjino Kedjariyanon
Senior Copywriter: Sorrawich Srisupasitanon
Group Account Director: Kavinthip Chaiteerakij
Head of Producer: Kanoksak Kanchanachutha
Digital Media Director : Nattiwan Chanamongkol
KOL Planning Manager: Pimpirunpat Suriyanchaicharoen
Production: Momme House
