In Thailand, one of the most competitive markets is the functional drink, the drink with functions such as collagen for beauty and fiber for detoxification. B-ing, for instance, has been in the market for more than 8 years; however, the brand's popularity is getting low year by year. This results in the brand's loss of its top brand status.

We at B-ing have to win back our brand position by bringing back customers' interest. We need to reconfirm the efficacy of the natural-focused flavor market that would ultimately lead to a halo effect on the brand.

Objectives

1. To create massive awareness and interest toward B-ing Bodyline.

2. To get people to talk about the brand again.

A new student just arrived at a rather unusual school. All the girls here seemed to be pregnant. At first she didn't feel so comfortable, but the longer she stayed the more she belonged to this place. Everything was going great, until one day when one of the students no longer had a big tummy. The reason behind this is quite controversial for the school, so she decided to do something.

Launching the online film called “Are you pregnant?" to get women interested in our media tool, Word of Mouth Online Network (WOMON), which includes top Facebook fanpages. The film is all about the girls in school who look like they are pregnant. Throughout the film, it is believed that they are pregnant. At the end of the film, it is revealed that their tummy is big just because they have insufficient fibers for their daily bowels. With the wrap up line “B-ing Bodyline with Fiber 13,000 mg.”, the clips became famous and got more than 1 million views in just 1 day.