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.