| Título | The Couple |
| Agencia | Ogilvy Thailand |
| Campaña | Not Very Sweet |
| Anunciante | Dutch Mill Group |
| Marca | Delight |
| Fecha de primera difusión/publicación | 2023 / 7 |
| Sector Empresarial | Leche y derivados de leche |
| Filosofía | 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. |
| Medio | Televisión |
| Duración | |
| Chief Executive | Jiravara Virayavardhana |
| Responsable de la creación | Gumpon Laksanajinda |
| Director ejecutivo de creación | Supparat Thepparat |
| Director creativo | Rattiya Suphatanasilpa |
| Jefe del grupo de creación | Supakij Samudchaiyakij |
| Senior Art Director | Jiraporn Dechraksa |
| Director artístico | Thanaphorn Sroyphuraya |
| Director artístico | Jiraporn Dechraksa |
| Director artístico | Rattiya Suphatanasilpa |
| Director artístico | Supparat Thepparat |
| Director artístico | Gumpon Laksanajinda |
| Responsable de conceptos / redactor | Supakij Samudchaiyakij |
| Responsable de conceptos / redactor | Rattiya Suphatanasilpa |
| Responsable de conceptos / redactor | Supparat Thepparat |
| Responsable de conceptos / redactor | Gumpon Laksanajinda |
| Group Business Director | Niwat Rungruangworawat |
| Senior Account Director | Thanida Susantud |
| Account Associate | Saowanee Sirithongpaibool |
| Productor de la agencia | Yuthapong Varanukrohchoke |
| Productor de la agencia | Sakonpob Sinsuk |
| Senior Manager, Strategy | Bodin Witta |
| Senior Associate, Strategy | Varisara Srisukh |
| Productora | Suneta House |
| Realizador | Teerapol Suneta |
| 1st AD | Manoo Techadee |
| 2nd AD | Napat Vorasuk |
| Productor | Chanapa Ployarunrung |
| Director de fotografía | Chalongwut Chorruangsak |
| Gaffer | Chanthut Kasemsantinavin |
| Sound Designer | Anuparp Suriyathon |
| Director artístico | Pornchai Cheeranoon |
| Prop Master | Surasak Maneekum |
| Casting | Narissara Makmanee |
| Stylist | Montatip Narong |
| Make-Up Artist | Anchisa Kanoksirisirachot |
| Location Manager | Jirawat Santaratchai |
| Montador | Sarawut Kaweethammawong |
| Telecine | Nattacha Khajornkiatsakul |
| VTR | Somjaet Jiwkrang |
| Mix | Danai Suthamcharee |
| Mix | Sound Space |