The Campaign

Sappe Beauti drink, women’s functional drinks brand, seeks for a new way to raise consumer awareness about their low calories benefit. What Sappe found in Thai women’s eating habit is that eating for women has become rather than a need, but a social trend. Thai women’s increasing need to find the next best place to eat and photograph food encourage an excessive eating habit, therefore an excessive calories intake. While eating seems to ignite joy for women but the brand wonders if the happiness is real and long lasting. Sappe developed a tool to measure women’s happiness called “Sappe Happy Meter”. The application works with a headset device that detects brainwave activity of various state of emotion. The tool visualize “happy” emotion into blooming and withering flowers.

Creative Execution

“Sappe Happy Meter” is a technology developed from “Kansei Emotion Analyzer” platform to explore if women’s eating habit affect their happiness. The meter is designed to measures brainwave activity of women participants during and after eating. “Sappe Happy Meter” is an application that work with a headset, used to detect emotion from brain activity. The brain activity is shown as plotted graph and value index of “happiness”. To illustrate degrees of the feeling “happy” and “not-so-happy”, the value index is visualized into blooming flowers when the value index is high and withering flowers when the value index is low. The brand took the test to Siam Square, a teenage hang-out hotspot, and asked various women to take the test. The experiment started out with various stimuli ie. a cute little dog, a popped balloon, etc. to show how the tester’s emotion altered with each experience. The real test that followed was for the testers to drink multiple beverages and see if their emotion changes. Then the testers peeled of stickers on glasses to reveal each beverages’ calories intake. Finally, we see “withering flowers” when the testers see high calories number and “blooming flowers” when seeing low calories. The result revealed how women are unaware that they are unhappy with their eating habit. From the tests with 100 women revealed that low calories food/drink can significantly reduce both physical and emotional stress which resulted in maintained happiness score both when eating and after eating. The experiment was filmed and later shared it on social media. The VDO received overwhelming response through Sappe’s Facebook fan page and throughout press media.