Coca-Cola wants to inspire Thailand’s young people to speak their minds, and share their truth, in its latest summer campaign.
The campaign, which was created by Ogilvy Group Thailand, follows three relationships between a father and daughter, a mother and son and a young couple. In each of the relationships, one person has a secret to share and they struggle to tell the other person.
The campaign is a result of research which revealed that Thai people are afraid to speak their minds lest they disrupt relationships and prefer to avoid confrontation. Coca-Cola hopes to inspire young Thai people to be upfront with their feelings and forge closer relationships with loved ones.
Carlos Diaz-Rigby, general manager, Coca-Cola Thailand, said: “This campaign was conceived through in-depth research with Thai consumers, especially teenagers, who are afraid to speak their minds openly with parents, friends and loved ones, fearing that their candour may lead to disapproval. Coca-Cola is a brand that has valued close relationships and encouraged social acceptance for more than 132 years. So, we felt compelled to raise awareness of this issue through a heart-warming TV commercial.”
Wisit Lumsiricharoenchoke, group executive creative director, Ogilvy Group Thailand, said, “Coke has always been connected with moments of sharing through food and conversation, most Thais remember sharing a meal at a local restaurant with family and friends and Coke being a part of that. But through this campaign, we wanted to go deeper, and address the social norm of avoiding confrontation which is still so deeply-rooted in Thailand, especially between the young generation and their parents.”
“Our research showed that revealing to their parents' choices of study, gender identity and relationships were the greatest source of tension amongst Thai teens, so we have brought these to life in a positive way, showing that honest communication brings people together.”
The campaign features a cover version of Cyndi Lauper’s classic song ‘True Colors’ sung by Thai singer “Nont” Tanont Chumroen.