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. That makes it very hard for new brands to compete against established ones.

Silver Wolf is a newly launched budget-friendly whiskey. TBWA\Juice Bangkok came up with an ingenious way to get its name known and its taste profile appreciated – pleasing sweet aroma, easy to drink, oaky scented, silky smooth, and well-blended.

The agency turned a football match into a legal advertisement. Silver Wolf partnered with a team in the Thailand Amateur League and officially renamed the players – giving each one of the brand’s key selling points or the brand name. As these matches were broadcast live, every commentary naturally integrated these strategically-named players.

The campaign was a hit. Audiences quickly understood the clever connection between the players’ names and the brand’s message. Football fans across the country began sharing match highlights, generating massive organic exposure. 

Within just 2 weeks, the campaign achieved 3,360 shares and over 3.1 million impressions, leading to Silver Wolf becoming an instant sell-out success.

Credits:
Client: Silver Wolf whiskey
Agency: TBWA\Juice Bangkok 
Chairman: Veradis Vinyaratn
Group CEO: Phannika Vongsayan
Chief Creative Officer: Nopharit Dusadeedumkoeng
Creative Group Heads: Woottipong Lamangthong, Anin Sriurairatana
Copywriter: Yarinda Ketjumpol
Art Directors: Smita Tronglakkana, Koranat Chanttadilok
Account Management: Piyathida Meeklin, Thanida Thammachaiyadet
Project Managers: O Krudpoo, Paweena Promtong