Situation: At 14,000 million Thai baht annual market value, the beauty supplementary market in Thailand is a cut throat business. Competition rages between all sizes of players, all fighting for a slice of a lucrative market. This competition is made even tougher when actively regulated by strict local FDA, limiting any explicit benefit claims. It’s within this arena that Verena and it’s portfolio of supplementary brands has struggled to gain awareness and traction even after 5 years in market. Brief: Convince Thai women who are concerned about their weight but find it hard to resist the temptations of fatty local dishes, that they can easily enjoy a win win situation with Verena’s ‘Sure’ – a chitosan active fat binding supplement when consumed with food. Objectives: Gain significant awareness for Verena ‘Sure’ supplement among Thai women, and get them to consider the brand as an effective solution for their needs.

To break through the clutter of generic weight loss demonstrations and claims in the market, Verena turns the straightforward proposition of an ingestible fat binding supplement into a very literal yet unexpected demonstration of efficacy that ‘captures the fat’. The idea is brought to life through a narrative that compares the working of the supplement to that of a vigilant highway policeman. The ‘inside’ story unfolds through a series of entertaining word play and dramatizations from the moment Sure supplement is ingested by local celebrity Woonsen, in which all fat passing through her mouth is captured and unable to pass through to any other part of her body.

The full local campaign was executed from start to finish, including 14 days FDA approval period, within a 3-month turnaround time period. The campaign kicked off with an online film specific targeted to working women via Facebook. After sparking audience’s attention and word of mouth was achieved the TVC was quickly released the following week to achieve mass attention and drove even more traffic to online. At the same moment, other medium with customized message for each touch points were launched such as OOH – TVC and key visual on sky train station, TV Tie-in, and owned social media launch and maintaining :- Lines and Facebook.