"Not Very Sweet" unveils how the underdog brand 'Delight' shapes a purpose-driven narrative in the dominated Cultured Yogurt landscape, leveraging the Thai cultural insight that "True Care Doesn't Sugar-Coat.” Reflecting the Thai cultural nuances where genuine care is expressed plainly in closer relationships, the campaign captures the essence that, without sweet talks, lies a profound sense of care, fostering the best in others. The creative idea, “Not Very Sweet but Full of Love,” aligns with this cultural insight and Delight's hero product, boasting probiotic care with only 0.1% sugar. The film features relatable characters of friends and family communicating in a blunt, seemingly indifferent tone, initially creating an impression of carelessness. However, their words carry genuine care and love. While the exaggeration, yet surprising ending truly illustrates the depths one goes to express care for another – a clever usage of Thai humor that touches the laugh and the heart.

In a landscape dominated by cultured yogurt giants like Yakult, ‘Delight’ holds just under 15% market share, armed with its hero variant '0.1% sugar probiotic yogurt,' challenges autopilot choices based on brand loyalty and taste. Beneath the surface lies the category’s cynical truth - despite probiotic benefits, it contains more sugar than carbonated soft drinks. Consumers unwittingly categorize it as a 'health indulgence,' unraveling the deceptive 'sugar-coating.'

'Delight' aims to redefine health and taste norms, dismantling the sugar-coated ideology – serving as a health-conscious alternative for a generation valuing authenticity and healthier choices. The goal is a dual transformation – raising awareness of sugar content, prompting a physical shift by reducing sugar intake for improved health, and embedding the idea that genuine actions speak louder than mere sweet talk.

Delight's 'Not Very Sweet Campaign' emerged triumphantly as a purposeful underdog, leveraging online platforms to achieve an impressive over 50 million impressions within a brief five-month span. Positioned as the 'Today’s Generation Choice’ of probiotic yogurt, the campaign showcased the undeniable impact of purpose-driven creativity by challenging industry giants.

Key achievements included reaching almost half of the online population (14 million), surpassing KPIs by 91%, and disrupting the dominance of established brands with a significant +7.8% growth in new recruits across the category.

Crucially, the campaign drove societal engagement by sparking conversations about 'sugar-coated products' in health discussions on social media, expanding the dialogue beyond the typically health-conscious audience. Beyond celebrating creative success, Delight's campaign encourages consumers to reassess the assumption that leading brands are always the best, emphasizing that sometimes, less sweetness (talk) is indeed better.

Thai Sweetness Consumption: According to the Thai Health Government Organization, Thai sweetness consumption is deeply rooted in the culture, such as traditional cooking, with 16% of Thais claiming they add 4 tablespoons of sugar to their drink of choice daily. Despite the rising awareness of health trends, many so-called ‘healthy snack’ brands engage in ‘sweet-washing,’ claiming a reduction in sugar. However, beneath the surface, white sugar is reduced, but alternatives with the same effect as sugar are used as replacements. Therefore, it is a challenging task for brands to truly curb sweet consumption in Thailand or lead consumers to reduce their sugar intake in their daily lives.

In a market dominated by Yakult for over 50 years, the cultured yogurt category in Thailand has become synonymous with probiotics and the iconic Yakult lady, fostering brand loyalty and taste preferences. Competitors often mimic Yakult in packaging, taste, and benefits, perpetuating a copycat dynamic. Despite being sugar-loaded, consumers view cultured yogurt as a 'health indulgence,' overlooking health concerns. Capitalizing on this category norm, Delight disrupts with '0.1% sugar cultured yogurt,' leveraging Thai insight in a film to challenge the autopilot loyalty and expose the sugar-coated truth within the category. By addressing the mimicry and health issues head-on, Delight stands out as an innovative and health-conscious alternative in the well-established cultured yogurt landscape.