SUB CATEGORY :

LAUNCH/RE-LAUNCH

COMPANY ENTERING :

CJ WORX, BANGKOK

TITLE :

THE UNNAMED BOX

BRAND :

PRETZ

ADVERTISER :

THAI GLICO CO.,LTD.

AGENCY :

CJ WORX, BANGKOK

CHIEF CREATIVE OFFICER :

SAHARATH SAWADATIKOM

EXECUTIVE CREATIVE DIRECTOR :

SAHARATH SAWADATIKOM/THANASORN JANEKANKIT

CREATIVE DIRECTOR :

SAHARATH SAWADATIKOM/THANASORN JANEKANKIT

COPYWRITER :

THANASORN JANEKANKIT/RATTASAK MUTUTANONDH

ART DIRECTOR :

SAHARATH SAWADATIKOM/NITTAYA CHANANUKUL

ACCOUNT DIRECTOR :

CHAWANA PRAESRISAKUL/WARAPAN PORNPHICHITPAN

ACCOUNT MANAGER :

PIYARAT BOONTHANOMWONG

ACCOUNT EXECUTIVE :

WONGSAKORN UBOLSAWADI

STRATEGIC PLANNING DIRECTOR :

CHAWANA PRAESRISAKUL/JIPATTIKAL PANIKBUTR

STRATEGIC PLANNING MANAGER :

NICHAPAT RATANAPRAPHAT

STRATEGIC PLANNER :

SUPHAPHICH NITTAYASAK

AGENCY PRODUCER :

NUTCHA MAUTHORN

MEDIA AGENCY :

SPORE BANGKOK, BANGKOK

FILM PRODUCTION COMPANY :

THE WHITE WALKER, BANGKOK

DIRECTOR :

PHROMPHOT PUAPANPRASONG

CINEMATOGRAPHER :

PRAMETT CHANKRASAE

FILM PRODUCER :

NONGPAN SRISAI/SITTHITORN NEYAPATIMANOND

POST-PRODUCTION COMPANY :

GIMMICK STUDIO, BANGKOK

SPECIAL EFFECTS COMPANY :

GIMMICK STUDIO, BANGKOK

SOUND PRODUCTION COMPANY :

SOUND SUITE, BANGKOK

CAMPAIGN SUMMARY :

BEING A PRODUCT UNDER THE BIG COMPANY, GLICO, WHICH PRODUCES MANY BRANDS OF SNACKS, PRETZ NEEDED A WAY TO MAKE CONSUMER RECOGNIZE ITS NAME.

THE BRIEF :

- CREATE AWARENESS - PRETZ NEEDED A WAY TO MAKE CONSUMER RECOGNIZE ITS NAME.

THE STRATEGY :

THE CAMPAIGN OBJECTIVE WAS TO FIX PRETZ ISSUE ABOUT ITS BRAND RECALL. PRETZ HAS LAUNCHED IN THAI MARKET FOR MORE THAN FORTY-EIGHT YEARS AND HAS BEEN PART OF THAIS SNACKING MOMENTS. HOWEVER, VERY FEW CONSUMERS COULD RECALL ITS BRANDNAME, PRETZ. THEY USUALLY REFERED TO PRETZ WITH SOME OTHER NICKNAMES; FOR EXAMPLE, SAVOURY-STICK, SAVOURY POCKY, CRISPY STICK, CRISPY LARB (THE NAME OF NORTHEASTERN THAI SPICY SALAD WHICH IS ONE OF THE MOST FAVORITE PRETZ FLAVORS), UNCOATED POCKY, ETC. THE PROBLEM OF BRAND RECALL LED TO NO CONVERSATION AMONG CONSUMERS WHEN IT COMES TO SNACKS. THAI CONSUMERS USUALLY SHARE AND REVIEW THEIR FAVORITE SNACKS ON SOCIAL MEDIA WITH HASHTAGS; #อร่อยไปแดก WHICH MEANS #DELICIOUSMUSTEAT IN ENGLISH AND #รีวิวเซเว่น WHICH MEANS #CONVENIENTSTOREREVIEW.
AND PRETZ HAS NO EXISTENCE IN THOSE CONVERSATION, THEN LESS PREFERRED SNACKING CHOICE. WE REALIZED BRAND RECALL DIRECTLY RELATES TO TOP-OF-MIND PERCEPTION AMONG CONSUMERS THAT OF COURSE AFFECTS BUYING DECISION. THEREFORE, WE WANTED TO MAKE CONSUMERS REMEMBER PRETZ BRANDNAME AND BE TOP-OF-MIND SNACK BRAND AMONG THAI CONSUMERS.

THE EXECUTION :

CREATING CURIOSITY AND CONVERSATIONS AMONG THE CONSUMERS WITH THE UNNAMED BOX: PRETZ IN SPECIAL LIMITED EDITION OF PACKAGING THAT LOOKS EXACTLY THE SAME EXCEPT FOR THE LABEL, WHERE THE ACTUAL WORDING OF “PRETZ” IS MISSING.

THE RESULT :

• STORIES ABOUT THE LIMITED EDITION OF PRETZ’S PACKAGING WERE SHARED AMONG ONLINE COMMUNITY. THE NAME “PRETZ” WAS ACTUALLY MENTIONED IN MANY ONLINE MEDIA. • THE ONLINE VIDEO WERE SHARED CROSSED IN MANY COUNTRIES • MOST IMPORTANTLY, NOW 98% OF PRETZ’S CONSUMERS FINALLY RECOGNIZE THE NAME OF THE PRODUCT.