BANGKOK, THAILAND — In Thailand, alcoholic beverages can be sold legally, but advertising them is strictly prohibited. Since 2008, Thai law has prevented brands from promoting their products, creating a market environment where new brands struggle to compete against established ones.
Silver Wolf, a new budget-friendly whiskey, wants to launch a brand. But how could they communicate their product’s taste profile – pleasing sweet aroma, easy to drink, oaky scented, silky smooth, and well-blended – without getting in trouble?
The solution came through an amazing approach to sports marketing. Creative agency TBWA\Juice Bangkok turned a football match into legal advertisement. Silver Wolf partnered with a team in the Thailand Amateur League, officially renaming the players to reflect the brand’s key selling points. As these matches were broadcast live, every commentary naturally integrated these strategically-named players.
The impact was extraordinary. The campaign resonated deeply with audiences, who quickly understood the clever connection between the players’ names and the brand’s message. Football fans across the country began sharing match highlights, generating massive organic exposure.
Within just two weeks, the campaign achieved remarkable organic results: 3,360 shares and over 3.1 million impressions, leading to Silver Wolf becoming an instant sell-out success.
Credits:
The Match That Sells
Client : Silver Wolf whiskey
Agency : TBWA\Juice Bangkok
Chairman : Veradis Vinyaratn
Group CEO : Phannika Vongsayan
Chief Creative Officer : Nopharit Dusadeedumkoeng
Creative Group Head : Woottipong Lamangthong, Anin Sriurairatana
Copywriter : Yarinda Ketjumpol
Art Director : Smita Tronglakkana, Koranat Chanttadilok
Account Management team : Piyathida Meeklin, Thanida Thammachaiyadet
Project Manager : O Krudpoo, Paweena Promtong
