Thailand has strict advertising regulations regarding alcoholic beverages. However, the whiskey brand silverwolf, from the hand of the creative agency TBWAJuice Bangkok, has managed to “get around” the rules by linking itself to football to promote itself among consumers.
The strategy has consisted of converting a match between teams from the amateur league of football in a kind of advertising Trojan horse. Thus, as the agency has shared, the brand partnered with a club and modified the name of the players to convey the characteristics and attributes of their drink.
In Thailand, alcoholic beverages can be sold legally, but advertising them is strictly prohibited. Since 2008, the Alcoholic Beverage Control Act prohibits advertising or displaying the name, symbol or trademark of an alcoholic beverage in a way that shows its qualities or convinces another person to consume it. In addition, the drink and its container or container cannot appear in the advertisement.
The solution devised by the agency was to rename the players after the drink’s traits. The piece created together with the producer No Playback Pictureswhich has been published on social networks, has a voiceover that describes qualities such as a pleasant sweet aroma, ease of drinking, its oak essence, softness or blend.
From TBWAJuice Bangkok they point out that the campaign, carried out last November, has had a positive impact, even leading sports fans to Share it on social networks. He assures that three million impressions have been exceeded thanks also to the publication of content creators.