“Drink Don’t Dumb” a message with love from SangSom.

The campaign was developed from your consumer real-life situations of being unconsciously drunk. With love, SangSom.

In the music video-style spot featuring a catchy, ungrammatical track--"Drink don't dumb," the vocals sing--a parade of partygoers demonstrates the risks of drunk-smoking, drunk-dialing, drunk-kissing, drunk-flying, drunk-peeing and drunk-shoving your coworker's face into a giant spikey durian fruit. Through all the wackiness, SangSom's admonition to young people is apparent: don't do anything you'll regret.

> The campaign has been rapidly shared with almost every comment tagging their recklessly drinking friends.

> More than 1 million Views within 3 days estimate at 0.003 CPC (Cost per View)

> Earned media Value by 100 of media investment (ROI)

> Not only in Thai, International press and publishers spread with the campaign and featured articles about the campaign such as: Creativity-Online, Campaign Brief Asia, Brand Buffet, Marketing Oops, Shazam, LS:N Global.

Many of CSR campaign communicate using intimidating mood and tone to scare the consumer. However, from the brand focus group, we found out that this option is not well-fitted with our teenage target audience who concern on how they will look with their social status.

SangSom, Thai top Rum brand want to encourage teenagers to drink appropriately for fun so we create a campaign scolding reckless drinkers and also being a tool for teenagers to scold their recklessly drinking friends in an entertaining way through “music” one of the largest entertainment platform in teenagers life.

Many of CSR campaign communicate using intimidating mood and tone to scare the consumer. However, from the brand focus group, we found out that this option is not well-fitted with our teenage target audience who concern on how they will look with their social status. Therefore, we decide to do the campaign that help teenagers have a tool to scold their recklessly drinking friends in an entertainment way.

Believe it or not, Thailand is on the list of top alcohol-consuming country in ASEAN. Especially in mid-April, people will celebrate Songkran, Thai New Year Festival, with all the fun until they got too recklessly drunk. And that, unfortunately, is the cause of increasing number of accidents in Thailand.

SangSom, one of the largest alcohol beverage brands targeting young Thais want to remind young generation to drink appropriately for fun and stay conscious.