Heineken needed to launch its newest product directed to GenZ in Thailand - Heineken Silver.

Since Thailand is a dark market (alcohol advertising is not allowed and/or heavily restricted), that was a true challenge.

The brand needed not only to promote awareness of the new product and its main RTB - smoothness - but also to tap into local culture and become relevant to GenZ.

It's not an easy task to advertise alcohol in Thailand. The restrictions are so heavy that we decided to create an experience brand (Heineken Experience Silver) to promote that "life can be smoother", connecting with the target audience through our product's main RTB - smoothness - while inspiring them to let go of society pressure's that hold them back.

Thai people are heavily influenced by celebrities. Using The Toys & Pyra to create a music video with the product's concept weaved into the lyrics helped the brand become part of the conversation in Thai pop culture.

In a dark market such as Thailand, where traditional alcohol advertising is heavily restricted, we partnered with two of the most trendy Thai celebrities amongst our target audience (The Toys & Pyra) to create a song that invited everyone to let go of all society's pressure, because life can be smoother.

With "smooth" being the main RTB of Heineken Silver, the concept was weived in the song in a way that connected with the target audience naturally, creating identification and reliability.

To launch the song, we created a music video in which people literally carry on their shoulders all the pressure from society (the load of life), until the song helps them release all of this weight and live life smoothly.

The first place. The best job. The prettiest. The most followed.

Pressure from society makes the new generation in Thailand carry the burden of success heavily on their shoulders.

They are obsessed with approval from their parents, friends, and even people on social media they don’t actually know.

Since young people in Thailand are so into celebrities, we decided to use two of the trendiest pop artists to launch the campaign as a music video.

Coming from the insight that Thai GenZ is burdened by heavy pressure to succeed, we partnered with two of the most trendy Thai celebrities amongst our target audience (The Toys & Pyra) to create a song that invited everyone to let go of all society's pressure, because life can be smoother.

With "smooth" being the main RTB of Heineken Silver, the concept was weived in the song in a way that connected with the target audience naturally, creating identification and reliability.

To launch the song, we created a music video in which people literally carry on their shoulders all the pressure from society, until the song helps them release all of this weight and live life smoothly.

Released under "Heineken Experience Silver", an experiential brand created to launch this campaign, the song and music video became a hit on YouTube, Spotify and all the media channels it ran, with the track being the second most listened track in Pyra's Spotify page.

The campaign helped the brand improve in Brand Power, Meaningfulness, Differentiation and Salience across the board during Q3 2023, becoming the #1 brand in "Differentiation" in Thailand and reaching the highest "spontaneous awareness" across all beer brands in the market.