Thailand Rum Brand Tells Youth ‘Drink Don’t Dumb’ During Songkran Festival

Thailand is one of the largest alcohol-consuming countries in ASEAN – especially in mid-April when people celebrate the Thai New Year Songkran Festival.

A tragic by-product of Songkran and the uptick in festive drinking is the increasing number of death from accidents in Thailand.


SangSom, as an alcohol beverage brands targeting young Thais, initiated this CSR campaign called “Drink Don’t Dumb”. The campaign was developed from consumer insight and their real-life situations of being unconsciously drunk. The brand wants to remind young generation to drink appropriately for fun and stay conscious.


Client: SangSom
Managing Director: Pimmard Leenutaphong
Executive Creative Director: Damisa Ongsiriwattana
Creative Director: Warunpon Trithepwijit
Creative Group Head: Nopparath Eksuwancharoen
Copywriter: Warangrat Rattanabumrung / Rujrada Rienvatana
Art Director: Sutinee Satesawan
Social Media Director: Napas Warasestasak
Producer: Suparat Satesawan

APAC Ad Junkie

APAC Ad Junkie

So many ads, so little time.

Read More

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours