CHEE SUPHATANASILPA.

Delight, a challenger in a category dominated by established competitors, broke through by leveraging cultural truths in humorous storytelling. This challenged the category’s foundational white lie: probiotic health benefits made appealing with excessively sugary formulas. 

The 'Not Very Sweet' campaign tells a unique story: 'if you really care, you don't sugar-coat.' Knowing it takes more than just an ad; it takes a rollercoaster of relatable emotions to dismantle such established ideology. Delight uses a film series, a medium that resonates with today’s generation, letting them ride a rollercoaster of deadpan humor and relatable behavior to dismantle the sugar-coated ideology, while prioritizing health subtly.​

 

Delight introduced its '0.1% sugar Probiotic Yogurt' to disrupt the market hard. It offers a real, healthier choice, especially for today's health-aware people who values authenticity and healthier choices. Delight's aim is two-fold: to cut down sugar for better health by dismantling the sugar-coated ideology, and to show that genuine effort matters more than just sweet talk.

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'Not Very Sweet' draws from Thai insight that ‘True Care Doesn't Sugar-Coat,’ aligning with Delight's 0.1 sugar variant, offering probiotic care with virtually no sugar. The films depict relatable characters of today’s generation, speaking bluntly yet genuinely caring words, captured through deadpan mannerisms, with a surprising ending that showcases the depth of their care for one another in different dimensions.

Couple: Explores a relationship where initial honeymoon phase wears off, but the sense of caring remains constant.

Brother: A direct insight into a relationship characterized by blunt honesty

Mother & Son: Reflects on motherhood and the evolving dynamic with her child. Despite the natural distance as children grow older, the underlying care and concern remain.