In the context of a stagnant hotpot market, where the emotional motif of “gathering around the hotpot” has become clichéd, BARONA aims to reinvigorate the category and enhance brand awareness and recall with its hero product – THAI HOT POT.
(*) In this campaign: B-RISE is the Creative Partner in collaboration with Blueseed Communication (the overall project management unit).
Approach
According to our research data, we found that consumers are returning to prioritize the fundamental values that products deliver. That’s why we want to emphasize that cooking Thai hot pot at home can be incredibly easy and delicious — there’s no need to compare it with restaurant hotpot. From this insight, we developed the big idea “Ngon Bừng Sắc Thái” (literally: “Bursting with Thai Flavor”), a wordplay that highlights not only the rich, authentic taste of Thai hot pot but also the explosion of emotions experienced by everyone gathered around the pot.
How-to-execute
. Music TVC 30s
. Key Visual