Oishi | Amino Plus | Thailand

Oishi has changed the product name from Amino OK to Amino Plus and will be spending some US$3 million to promote the new brand name and products.

Y&R was assigned to develop the brand names, product concepts, packaging and subsequent communications. The various products include Amino Plus Shot, Amino Plus Chargee, Amino Plus Brighthenn and Amino Plus Burnn.

As Thai TV regulators do not encourage the promotion of product claims, the benefits of the products had to be communicated in other light-hearted ways.

A total of three other TVCs were launched in the second phase of the promotions.

Thailand's health or stimulant drink market has been growing at a fast pace. Market value was nearly $24 million in 2008 and was expected to double to $60 million by the end of last year. Oishi currently controls some 12 per cent of the market.




Amino Plus Brighthenn:


Amino Plus Burnn:



Credits:
Project Amino Plus
Client Oishi Group
Creative agency Y&R
Creative team Trong Tantivejakul, Chokechai Kasemsripitak, Jirasak Tungkanopas, Katesuda Yimcharoen
Account servicing Tida, Ittawin, Narissara, Thanandorn
Production companies Goodboy’z House, The Shood
Directors Annop (Goodboy'z House), Ornuma Srisuttipan, Annop Suthikitiya (The Shood)
Production Voranand
Exposure Television, print, outdoor, online