Chalarm
"I have to drive into town to find a 7/11. I wish there were one near me." said one of Chalarm energy drink's customers. Can you imagine living somewhere that 7/11 was miles away? Of course not. However, this is how rural the audience for Chalarm energy drink lives. The only way to reach them is with a traditional medium such as TV commercials during a Muay Thai match, live radio on trucks parading through town, or live announcements at local buffalo races. They are simple people living in the upper north and the deep south of Thailand. On a typical day, they might be juggling three to four jobs: from carrying crates of produce in the fresh market in the morning to helping at construction sites in the afternoon and driving motorcycle taxis in the evening. Therefore, our communication must be clear and direct. Meanwhile, building affinity with our audience.