CHEE SUPHATANASILPA.

“Launching a new flavor” is a tactic many brands frequently use to boost sales and stay competitive in the market. Usually, Snack Jack would launch a new flavour annually for those reasons, except for this year, when we did not have any new flavours to market. But we wanted to keep in touch with Gen Z in order to remain on top of their minds.
Despite the many problems already existing in Thai society, Gen Z as well as many other Gens often go about solving them in such complicated ways that sometimes create endless new problems as a result. This ‘Thailand Only’ style of solving problems is what inspired us to come up with this communication tactic that every Gen Z can relate with.

‘Think Positive” is how Snack Jack aims to encourage Thais to act, as we believe that optimism always presents an easy solution to all problems without being toxic to our lives. And what’s important is that this communication idea is filled with positive messages which goes in line with Snack Jack’s previous ads in addition to their brand DNA which is “Good snack for good souls”.

The key to ensuring our Snack Jack’s appeal to Gen Z teens is ‘Entertainment Value’. And unlike previous commercials, we also made the storyline full of twists and turns besides the typical fun factor. This kept the viewers’ interest in the story till the end, despite being a long commercial lasting many minutes. Also, we created a new sensation by adding ‘Thainess’ into various elements of the film, such as actors, wardrobe, way of speaking, location, set design as well as the jokes which really appealed to Gen Z, for they can relate to them despite plenty of exaggeration in the storylines.