SUB CATEGORY :

LAUNCH/RE-LAUNCH

ENTRANT COMPANY :

TBWA THAILAND\JUICE, BANGKOK

TITLE :

SILVER WOLF WHISKEY: THE MATCH THAT SELLS

BRAND :

SILVER WOLF WHISKEY

ADVERTISER :

SILVER WOLF WHISKEY

AGENCY :

TBWA THAILAND\JUICE, BANGKOK

CHAIRMAN :

VERADIS VINYARATN

REGIONAL CHIEF CREATIVE OFFICER :

PETER KHOURY

CHIEF CREATIVE OFFICER :

NOPHARIT DUSADEEDUMKOENG

ART DIRECTOR :

SMITA TRONGLAKKANA/KORANAT CHANTTADILOK

COPYWRITER :

YARINDA KETJUMPOL

ASSOCIATE ACCOUNT DIRECTOR :

PIYATHIDA MEEKLIN

ACCOUNT MANAGER :

THANIDA THAMMACHAIYADET

GROUP CHIEF EXECUTIVE OFFICER :

PHANNIKA VONGSAYAN

CREATIVE GROUP HEAD :

WOOTTIPONG LAMANGTHONG/ANIN SRIURAIRATANA

CAMPAIGN SUMMARY :

In Thailand, alcohol advertising is banned. Silver Wolf, a new whiskey, launched a unique campaign by sponsored a local football team, renaming players with brand attributes like 'Smooth', 'Sweet', and 'Oaky'. Live match commentary naturally integrated these names, effectively communicating the whiskey's taste profile. This creative approach generated significant organic buzz and helped Silver Wolf stand out in a highly competitive market.

CREATIVITY/IDEA/INSIGHT :

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.

The solution came through an amazing approach to sports marketing. We turned a football match into our legal advertisement.
Introducing Silver Wolf: the match that sells , Breaking the rules by playing the game !

STRATEGY :

Silver Wolf, a new budget-friendly whiskey, wants to launch a brand. How could we communicate our product's taste profile: pleasing sweet aroma, easy to drink, oaky scented, silky smooth, and well-blended without breaking the strict advertising laws?

EXECUTION & CRAFT :

We turned a football match into our legal advertisement. We partnered with a Thailand Amateur League football team and transformed an ordinary match into a powerful brand message by officially renaming the players to reflect the brand's key selling points.
This creative solution turned the football field into a legitimate platform for brand communication, where every player mentioned instantly sells Silver Wolf's product taste profile. As these matches were broadcast live, every commentary naturally integrated these strategically-named players, effectively advertising the brand across the country.

RESULT :

The campaign resonated deeply with audiences, who quickly understood the clever connection between the players' names and the brand's message. Creating an organic form of brand storytelling that operates entirely within legal boundaries.

Campaign performance after 2 weeks:
Organic Reach: 3.1 million impressions
Social Sharing: 3,360 shares
Sales Impact: Complete product sell-out
Market Entry: Successfully established brand presence