| Title | DRINK DON'T DUMB |
| Brand | SANGSOM / THAI BEVERAGE |
| Product / Service | SANGSOM |
| Category | A01. Food & Drink |
| Entrant | SOUR BANGKOK, THAILAND |
| Idea Creation | SOUR BANGKOK, THAILAND |
| Media Placement | SOUR BANGKOK, THAILAND |
| PR | SOUR BANGKOK, THAILAND |
| Production | BINGO BINGO COMPANY Bangkok, THAILAND |
| Production 2 | WHITE LIGHT STUDIO Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Damisa Ongsiriwattana | SOUR Bangkok | Executive Creative Director |
| Warunpon Trithepwijit | SOUR Bangkok | Creative Director |
| Nopparath Eksuwancharoen | SOUR Bangkok | Creative Group Head |
| Warangrat Rattanabumrung | SOUR Bangkok | Copy Writer |
| Rujrada Rienvatana | SOUR Bangkok | Copy Writer |
| Sutinee Satesawan | SOUR Bangkok | Art Director |
| Pimmard Leenutaphong | SOUR Bangkok | Managing Director |
| Napas Warasestasak | SOUR Bangkok | Social Media Director |
| Suparat Satesawan | SOUR Bangkok | Agency Producer |
“Drink Don’t Dumb” a message with love from SangSom. The campaign was developed from your consumer real-life situations of being unconsciously drunk. With love, SangSom.
In the music video-style spot featuring a catchy, ungrammatical track--"Drink don't dumb," the vocals sing--a parade of partygoers demonstrates the risks of drunk-smoking, drunk-dialing, drunk-kissing, drunk-flying, drunk-peeing and drunk-shoving your coworker's face into a giant spikey durian fruit. Through all the wackiness, SangSom's admonition to young people is apparent: don't do anything you'll regret.
Media Output - Not only in Thai media platform, International press and publishers spread with the campaign and featured articles about the campaign such as: Creativity-Online, Campaign Brief Asia, Brand Buffet, Marketing Oops, Shazam, LS:N Global. Target - Over 3 million views within 3 days after launch with approximately 0.003 THB CPV (Cost per View) reaching over 50% of the target audience after the campaign finish. Business Perspective - Brand is now No. 2 among hard-liquor alcohol brand in Thailand even when the overall hard-liquor alcohol market has been dropping for almost 15% from the past 5 years.
By providing the CSR campaign in the new mood & tone other CRS campaign did not do, the campaign has caught a lot of media attention both locally and internationally. The music / entertainment style help differentiate us from others Drinking Responsibly campaign in which when caught with PR, the idea spread rapidly among target audience and help remind them to drink responsibly.
Usually normal CRS campaigns always communicate using emotional or threatening mood & tone. The Brand has done the research and found out that using these mood & tone is not giving a good effect toward teenagers which is our main target audience. Emotional or Threaten tones make them felt like having an adult telling them what to do and they won’t listen. On the other hand what teenagers love is what their peers perceived on their social status. Therefore; our strategy is to create a tool that will help facilitate scolding their friends if they drink too much in an entertainment way.