A unique feature of Thai culture, universal human truths and an absurdly funny metaphor blend together to imprint IngOn Herbal Soap in Thai life.
The campaign by Wolf BKK and Factory01 avoids the usual soap product benefits (read:clichés), using the “almost-gone soap” moment instead. In Thailand, bar soap remains the choice of millions — satisfying to use, affordable, and something worth every penny. When a bar wears down to its last scrap, people press that “almost gone soap” onto a new bar, hoping the two will merge into one and keep going until there’s nothing left.
Wolf BKK turned that into an opportunity for IngOn Herbal Soap to own the behaviour. The soap is crafted with a consistent blend of natural oils that not only feels gentle on skin, but also makes the leftover soap scraps easier to stick to new soap – regardless of how small, dry, or even what brand they came from. What most brands would see as a leftover problem, IngOn turned into a brand switching strategy.
The campaign shifted from talking about beauty benefits to behaviour itself and the hero commercial told the story through by comparing old and new soap to people who simply cannot stay together. The idea is a striking first for the category, with an unexpected pack shot to conclude it – real soap scraps from competing brands physically attached to IngOn bars – a visual never seen before in the soap category.
After more than 20 years on Thai shelves, IngOn wasn’t just launching a campaign. It was making a quiet invitation: whatever soap you use today, when it becomes an “almost gone” piece, come stick, switch, and begin a new bar with IngOn.
Credits
Client: IngOn Herbal Soap
Agency : Wolf BKK
Chief Creative Officer: Torsak Chuenprapar
Managing Director: Natdhee Sopondhitipun
Creative Group Heads: Pandarie Somjit & Panupong Putong
Copywriter: Poomrapee Ongardvanish
Art Director: Narada Kittikunokorn
Group Communications Director: Sirapa Kanchanasuppawong
Communications Director: Sawarin Juntaratip
Producer: Prapapan Waiyapat
Production Company: Factory 01 Bangkok
Director: Wuthisak Anarnkaporn
Executive Producer : Rungtawan Nanthasaen
Producer : Warunthorn Charnjitkusol
1st Assistant Directors: Mattanee Uajarernsup & Chaninart Chuehom
Production Manager: Boonsita Limprasert
Director of Photography: Abhisit Prasongsup
Casting Director: Pornthip Muttisom
Stylist: Kwanhatai Chittiwatana
Art Director: Sarawut Krewnamyen (Pantangartwork)
Post Producer: Wipawee Khirirat
Editor: Chaleamchon Natipat
Sound Mixing: Arthit Vongmetta @ Mellow Tunes
Grade: Tuchtram Thientawach
Flame Artist: Nantachai Samaphutti @ One Cool Production
