" Campaign

Objective "

Establish a distinct position for PROUD Sugar in the market with the hashtag #ProudSweetByYourSide.


In our 3rd year with PROUD Sugar, we aim to establish and define our brand identity, making a deeper connection with our consumers.

Way to stir


We'll leverage consumer insights that show how a touch of sweetness can lift us up during challenging times. We'll use relatable situations that call for a "sweetness moment" and infuse them with playful twists on Thai proverbs by Akkara.Bangkok,  making our story more fun and attractive.

MDL's Task

  • Communication strategy
  • Creative idea and production
  • Social conversation campaign
  • On-ground partnership activities
  • KOL and media
Based in Bangkok, Thailand
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