Brief Explanation

Breezer Strawberry is the new flavor of RTD product launched in Thailand. According to the alcohol beverage laws, no images of the products or descriptions of the taste, features, or benefits can be presented. The only messages allowed are those related to social responsibility. So, this campaign had a new interactive approach that allows target audience to participate to the brand which lead to the brand experience while create the huge WOM for the brand. While this is an innovative communication idea that overcame legal restrictions on alcoholic beverage advertisements by using surrogate linguistic slang to market the campaign.