Malee has been selling canned fruits for over 40 years in Thailand and although people love it, they tend to buy it only on special occasions.
Lonely Rambutan
From the sad and lonely shelf to the hearts and minds of Thai people.
Challenge
Inspiration
A canned fruit can sit unpurchased and ‘lonely’ on a shelf for more than a year.
Idea
By personifying the canned fruit, we took it from the ‘sad and lonely shelf’ to the hearts and daily routines of Thai people.
Growth
From the film to its popular persona on Facebook and Tinder, the #LonelyRambutan earned 10M views on YouTube, over 3M engagements on social media, and a 20% increase in sales within the first month.
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Récompenses
2019 adman
Film – Online Film
Gold
2019 adman
Digital & Social – Campaign Journey Craft
Bronze
2019 adman
Direct – Use of Social Platform
Bronze
Presse
‘Lonely Rambutan’ Campaign is a Funny Piece of Matchmaking Between Consumer and Can
Branding in Asia
Wunderman Thompson Thailand helps Malee canned fruit find love after being left on the shelfCampaign Brief Asia
This intense love story about a lonely can of Rambutan boosted sales of the product in ThailandAdAge
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