Asian Delight is a local ice cream brand in Thailand that has been sleeping for a while.

In 2018 the local team wanted to re-energise the brand and make it more visible, especially amongst the million tourists that everyday come to Thailand.

But how do you compete for visibility against the usual big global brands, like Magnum and Nestle, with huge budgets and great marketing campaigns?

We needed a totally different approach: they are global ice cream brands, we are super local dessert.

Dessert?

Yes, we reframed the product, it's not an ice cream, it's a dessert. A Thai desert. On stick!

Thai desserts are made fresh fruits and delicious coconut milk.

Asian Delight campaign magnified those ingredients and showed how they melt in refreshing and delicious ice creams.

So fresh and so delicious, that none can resist, not even the most fierce character in Thai classic culture, Yak the giant!

This very visible character, that each tourist will see, starting from the moment they land at the airport, up to the to many temples they visit, became the visual hero of the campaign.

The giant is fierce, hot under the sun and usually grumpy...well, until when he eats one of the fabulous desserts on stick from Asian Delight