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Lactasoy: Turning Regional Hit Songs into Upcountry Anthems in Every Dialect

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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.

Strategy

Strategy

For the Northeastern region, the song 'Hor Mok Huak Pai Fak Pa' was selected. It was a hit song with over 179 million views, widely used in singing contests and covered across the country. It successfully revived the popularity of Isan music. The lyrics were rewritten using the original melody. For the Southern region, the song 'Mahalai Wua Chon,' which became highly popular in 2014, was selected. The charm of simple local musicians such as the band Phatthalung made the song easy to connect with. The band was therefore chosen to perform this song again through sincere messaging such as 'Local kids drink Lactasoy. It tastes great and gives satisfying energy,' which connected strongly with Southern audiences.

For the Northeastern region, the song 'Hor Mok Huak Pai Fak Pa' was selected. It was a hit song with over 179 million views, widely used in singing contests and covered across the country. It successfully revived the popularity of Isan music. The lyrics were rewritten using the original melody. For the Southern region, the song 'Mahalai Wua Chon,' which became highly popular in 2014, was selected. The charm of simple local musicians such as the band Phatthalung made the song easy to connect with. The band was therefore chosen to perform this song again through sincere messaging such as 'Local kids drink Lactasoy. It tastes great and gives satisfying energy,' which connected strongly with Southern audiences.

Service

Digital marketing for upcountry

YDM Family

JAMJARAS

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