Dutchie: Love your gut

Thai yoghurt brand Dutchie subverted category conventions and modernised yoghurt through humorous storytelling to stay relevant in a health-focused market.

Background and Context

Most Thai consumers, especially Gen Z, are conscious of their appearance. They are increasingly interested in trendy supplements (e.g. whey protein, jelly ready-to-drink, collagen and vitamin water) that promise to transform their beauty and are perceived to be more specialized and effective. With this growing trend, Dutchie yogurt became less relevant to the Gen Z audiences, resulting in a 75% decrease in daily consumption frequency from 2020. Therefore, the role of the communications campaign was to get Gen-Z to reappraise Dutchie yogurt and convince them to eat it everyday.

Campaign Objectives

Drive Brand Awareness: The primary...

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