Brand: Scotch Smartz & Eazy
Brand owner: Scotch
Lead agency: PHD Thailand
Industries: Functional foods, supplements
Media channels: Content marketing, Programmatic display, Social media, Word of mouth, advocacy
Budget: Up to 500k
Scotch Smartz and Scotch Eazy, the go-to ready-to-drink (RTD) beverages for teens, were faced with an uphill battle. From launch they had failed to make a dent in a market of which 80% share was controlled by one player, Brand's. Brand's, like Scotch, had a target audience plan in place for Thai youth, cutting into Scotch's ability to grow.
We needed to both make the audience become aware of the products and generate loyalty.
By understanding the needs, worries and stresses in the daily life of our target audience, Thai youth, we were able to craft a campaign that not only empathised with students' biggest worry – university entrance – but also helped alleviate them of this stress. Additionally, our campaign did not address just a select few, as is the case with Brand's tutor camps, but the entire nation.