Tao Kae Noi, Integrated
Tao Kae Gale
Repositioning Thailand’s No.1 seaweed snack as a snack kids love and moms trust.
- Client
- Tao Kae Noi
- Market
- Thailand
- Services
- Creative, Film, Strategy
Taokaenoi, Thailand’s No.1 seaweed snack brand, has long been seen as a snack for teenagers. Our bold personality and fun flavors made people forget that we also offer products suitable for families, especially moms and kids.
To change this perception, we repositioned the brand by partnering with Abigail (Nong Gale) and Chompoo Araya, transforming Taokaenoi into “Taokae Gale.” Launched in our iconic red mascot costume through a two-episode film featuring Gale’s real phrase, “Gale loves Taokaenoi,” the campaign extended to billboards across Thailand and even Times Square, New York.
The message was simple: Taokaenoi is a snack kids love and moms trust.
Team credits+
- Creative Director
- Kavin Viasuwan
- Creative Group Head
- Marisa Chantawiboon
- Art Director
- Thitikorn Tewasuk
- Senior Content Creator
- Passachon Thongdee
- Account Director
- Pratarnporn Namphud
- Senior Account Executive
- Nongluck Prukmas
- Account Executive
- Ploynapat Pumpaiboon
- Strategic Planning Director
- Parichaya Mahakkapong
- Strategic Planner
- Suphakritt Ngamsupachoke
- Project Manager
- Gamonbunya Yodcoo
