Product / ServiceSANGSOM
CategoryA01. Fast Moving Consumer Goods


Name Company Position
Ananti Bantoengsuk Sour Bangkok Illustrator
Jiraphat Chaithongkham Sour Bangkok PR & Social Media Manager
Nopparath Eksuwancharoen Sour Bangkok Associate Creative Director
Nopparath Eksuwancharoen Sour Bangkok Art Director
Pimmard Leenutaphong Sour Bangkok Managing Director
Damisa Ongsiriwattana Sour Bangkok Executive Creative Director
Damisa Ongsiriwattana Sour Bangkok Art Director
Popethorn Parkpittchaya Sour Bangkok Planner
Warangrat Rattanabumrung Sour Bangkok Creative Group Head
Warangrat Rattanabumrung Sour Bangkok Copywriter
Somruetai Sanchayakorn Sour Bangkok Senior Account Manager
Wuttipon Thanopajai Sour Bangkok Agency Producer
Supapit Tipsomponddee Sour Bangkok Art Director
Napas Warasestasak Sour Bangkok Social Media Director
Panicha Prasitanond Sour Bangkok Social Media Specialist
Teerapol O-charoen Freelance 3D Product Designer
Kittitach Traguntrairat CineSound Sound Engineer
Thanakorn Leeramass Freelance Editor

Why is this work relevant for Brand Experience & Activation?

POST-LOCKDOWN, SANGSOM THAI RUM SHOWS THE WORLD HOW TO PARTY RIGHT WITH “BUCKET FOR 1” We redesign Thai’s iconic “Sharing Bucket” to be a “Bucket For 1”, the bucket to ensure people not to share drinks, the No.1 cause of virus spreader in parties. The new bucket helps safe partying for all shaping new behaviour under the ease of the lockdown. With the design that comes with the perfect size just for individuals, and a special lid design that lets party-goers twist and turn the lid to mark their own initials to prevent mix-up.


Those who’ve been to a famous ‘full moon party’ have probably heard of the “Sharing Bucket”. It’s a common sight at parties in Thailand, where party-goers share a drink with different straws from the same bucket. Groups would sit together and pass the bucket around, sipping and sharing. Sounds fun, right? But in this Covid era, it also sounds quite risky. As Thailand is one of the most successful countries in containing the pandemic, it’s also one of the first to lift its lockdown regulations. As of now, the ‘new normal’ life has resumed in the land of smiles. With people getting back together, but with some precautionary measures and new etiquette, such as the saying that ‘sharing is not caring’ anymore.

Describe the creative idea (20% of vote)

SangSom “Bucket For 1”. It’s designed for one… but safe for everyone.

Describe the strategy (20% of vote)

Without changing drinkers’ behavior, we decided to redesign our bucket instead. SangSom Thai rum brand is first to make sure that Thais and visitors can still continue to enjoy this unique Thai party sharing culture through the bucket with the mixers of their choices, with consideration and social responsibility.

Describe the execution (30% of vote)

We’ve redesigned the iconic “Sharing Bucket” to be a “Bucket For 1”, to ensure safe partying for all shaping new behaviour under the current climate. The new design is made perfect for individuals, and has a special lid design that lets party-goers twist and turn to mark their own initials to prevent mix-up. Giving a whole new meaning to responsible drinking and partying.

List the results (30% of vote)

- “Bucket For 1” is widely used and become a new iconic tool in many Thai’s parties. - Over thousands of local night clubs and bars have approached the brand and request for “Bucket For 1” - 200,000 engagement within 2 days both local and international media. - The bucket has been requested with high demand by Thai drinkers and influencers.

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