REI Sugar, Product launch
As Sweet as You Imagine, REI.
Launching a new sugar brand by letting people define sweetness for themselves.
- Client
- REI Sugar
- Market
- Thailand
- Services
- Creative, Film, Media
Sugar is a product most people choose out of familiarity. So when REI Sugar, a new brand in the Thai market, launched, we knew we needed a meaningful difference to win a place in people’s hearts.
Instead of claiming how sweet we are, we chose to reimagine what sugar means. We didn’t define the sweetness, we gave people the freedom to define it for themselves. With the tagline: “As sweet as you imagine, REI.”
Through a commercial film and an original soundtrack, we told a story that reflects today’s mindset: no one has to think the same or live the same way.
We encourage everyone to choose the life that fits them, just like our sugar, thoughtfully designed in a variety of options to fit every lifestyle.
Team credits+
- Creative Director
- Kavin Viasuwan
- Creative Group Head
- Marisa Chantawiboon
- Art Director
- Thitikorn Tewasuk
- Senior Content Creator
- Passachon Thongdee
- Account Director
- Narinee Boonsanan
- Senior Account Executive
- Tissawan Kahawong
- Account Executive
- Sophirata Vanichwatcharakul
- Media Planning Manager
- Anawat Praditsilp
- Digital Planner
- Khanoknapatt Pattramanunt
- Project Manager
- Gamonbunya Yodcoo
