In Thailand, local coffee is being overwhelmed by global coffee chains. Thai brand, Punthai Coffee, is fighting back with an unexpected solution idea by Wolf BKK – another local coffee.
WOLF BKK harnessed the company’s competitive spirit and developed a new coffee for Punthai Coffee called Thairicano, a coffee that matches the quality of global favourites like the Americano. The goal was to create a national coffee – grown in Thailand, produced in Thailand, and sold at a fair price for Thai people. The idea keeps revenue within the country and makes Thairicano a coffee that every Thai can be a part of.
Since Thairicano is a Thai-grown coffee that doesn’t rely on imports, it benefits from lower production costs while allowing full control over quality – from farm management and handpicking beans to efficient, high-standard logistics. As a result, Thairicano offers better value than many other brands and is already becoming a favourite among coffee drinkers in Thailand.
Beyond its affordable price, Wolf BKK created a campaign called A CUP OF LIFE to make every Thai feel a deeper connection to Thairicano, not just through its story, but through its quality and care.
The campaign brings the story of Thairicano’s journey – from Thai farmers and Thai soil to the hands of each coffee drinker – onto every cup. Literally. Wolf BKK’s Thaiicano cups present the origins and care behind each brew, to build an emotional connection between Thais and the new coffee; to make Thais feel truly part of this national coffee.
Credit
Agency: WOLF BKK
Chief Creative Officer: Torsak Chuenprapar
Executive Creative Director: Kanit Mingmuang
Creative Group Head: Supakit Sukaroj
Senior Copywriter: Atichai Ditcharoen
Art Directors: Pakjira Yodying, Natnicha Chianman
Senior Graphic Designer: Vanvisa Wangbamrungsak
General Manage : Natdhee Sopondhitipun
Group Communications Director: Sansuda Chuaphanich
Communication Manager: Naphat Chiangrat
Agency Producer: Chanoknan Wongwises
Photography, Illustration & Production: Illusion CGI Studio
