Malee: Lonely Rambutan

Malee, a canned fruits brand, connected with Thai consumers by personalising loneliness with a short film to encourage an uplift in sales.

Executive summary

Malee canned fruit has enjoyed much of its 40 year success founded special occasions in Thailand. However, association with special occasions means it can literally be ‘left on the shelf’ for 360 days of the year. What can we do to turn thi

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