Ogilvy Group’s Not Very Sweet campaign for Delight targets Thailand’s younger generations – Campaign Brief Asia

Ogilvy Group Thailand has released this ‘Not Very Sweet’ campaign promoting Delight Drinking Yogurt, who have been an underdog in the market – compared to dominant brands like Yakult. Traditionally, consumer perceptions have homogenized all drinking yogurts, largely because many brands have emulated Yakult’s successful formula in terms of taste and packaging.

Thais have a deep-rooted tradition of cooking and consuming sweetness for ages, which presents a unique challenge for the brand in introducing a less sweet option. However, with an open mind and a few days of trying Delight, they can adapt to the new sweetness standard. This transition not only aligns with their…