The Couple, Brothers, Mom and Son

Delight Drinking Yogurt has long been an underdog compared to dominant brands like Yakult. Traditionally, consumer perceptions have homogenized all drinking yogurts, largely because many brands have emulated Yakult's successful formula in terms of taste and packaging.

Thais have a deep-rooted tradition of cooking and consuming sweetness for ages, which presents a unique challenge for the brand in introducing a less sweet option. However, with an open mind and a few days of trying Delight, they can adapt to the new sweetness standard. This transition not only aligns with their changing health preferences but also offers long-term health benefits.

Aiming to become a top-of-mind brand without losing our core mission of consumer care, we've reinvented our product line to cater to modern health preferences. Our groundbreaking formula features a unique strain of microorganisms called 'Imulus,' designed to proactively benefit today's health-conscious consumers. Notably, we've introduced a variant with just 0.1% sugar, answering the call for less sweetness without sacrificing quality.

In recognizing that expressions of love have evolved to be 'less sweet yet full of love,' we see a clear parallel with our low-sugar, high-quality product. To underscore this connection, we've deployed engaging storytelling populated by relatable characters and activities that resonate with younger generations. These narratives are laced with a surprising element: characters communicate in a loud, seemingly blunt tone, creating an initial impression of indifference. However, their words are imbued with genuine care and love.