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Lactasoy: Turning Regional Hit Songs into Upcountry Anthems in Every Dialect
Background
Based on JAMJARAS's insights, a music marketing strategy was proposed, using relaxed and entertaining content that could best reach upcountry audiences. Initially, the client wanted to use the brand's own song, 'Lactasoy 5 Baht.' However, JAMJARAS viewed that while the song was widely known, reaching upcountry consumers required communication in local dialects. Therefore, a new song should be created to align with the popular trend at that time.
Service
Digital marketing for upcountry
YDM Family
JAMJARAS




