Oatside SOS

Oatside dodged Thai FDA's bullet with fan's loving campaign, Oatside SOS.

Oatside, a Singaporean oat milk brand has recently launched in Thailand and has gained phenomenal popularity due to its incredibly delicious taste, the result from the delicate process of making “the world’s most delicious milk” –the brand’s mission which they want to communicate to the public.

However, the use of the phrase "the best in the world" for advertising is not allowed in Thailand, as it may be considered over-stated. Instead of retreating to the regulation, Oatside decided to go around it by responding with impactful response.

The brand decided to launch “Oatside SOS”, the campaign which started with a social post inviting everyone to help come up with alternative phrases to describe Oatside's taste that could be referred to without mentioning “most delicious milk in the world”. This campaign encourages people to creatively express their love for the brand.

The campaign went viral after launched as many were interested in joining this fun activities. Oatside’s fans helped confirm the product’s deliciousness with endless comments on Facebook and Twitter with all kinds of creatively interesting phrases to describe the taste. But the buzz didn't stop at online because Oatside went all out and actually used the phrase that everyone helped come up with on real outdoor medias throughout Bangkok causing the fans to hunt for their own phrases to share on social.

From non-stop comments on social post to outdoor media then back to social again, this campaign not only generated buzzes and voices for the brand but also reaffirmed that Oatside’s taste is really delicious by those who matter most –the consumers themselves.

Link to case study film: https://youtu.be/CISP6SW3YYk