Twin Lotus

Twin Lotus had long been a local toothpaste brand in Thailand. It carries very strong & concentrated herbal ingredients; and thus, reflecting in black toothpaste color. The image was also, no doubt, one that was for older generations like Baby Boomers. Like anywhere else, the fluoride market owned and overwhelmed the whole industry for years. The brand faced not only a clear dilemma of staying with its past Elvis-era success or moving  forward, but also how to win in this healthy-teeth battle.

Agency turned the most obviously weakest point of the product to be the most engaging point for the brand. The Idea is that one could oversee the real value of something by just looking at its appearance. The rare quality of original Thai herbs is hidden inside the uninviting toothpaste color.
The campaign was launched in 2003. Yes, in the conventional style of mass communications at that time. Six months later, the sales turned over 300%. The positive & welcoming responses were from wide-span of age 15-45, capturing the segment we never dreamed to achieve in the first campaign. Both online & offline channels,the campaign was popularly talked about, praised & awarded by many social groups & communities.