Oatside SOS

Agency: Rabbit's Tale


Oatside dodged Thai FDA's bullet with fan's loving campaign, Oatside SOS.

Oatside, a Singaporean oat milk brand has recently launched in Thailand and has gained phenomenal popularity due to its incredibly delicious taste, the result from the delicate process of making “the world’s most delicious milk” –the brand’s mission which they want to communicate to the public.

However, the use of the phrase "the best in the world" for advertising is not allowed in Thailand, as it may be considered over-stated. Instead of retreating to the regulation, Oatside decided to go around it by responding with impactful response.

The brand decided to launch “Oatside SOS”, the campaign which started with a social post inviting everyone to help come up with alternative phrases to describe Oatside's taste that could be referred to without mentioning “most delicious milk in the world”. This campaign encourages people to creatively express their love for the brand.

The campaign went viral after launched as many were interested in joining this fun activities. Oatside’s fans helped confirm the product’s deliciousness with endless comments on Facebook and Twitter with all kinds of creatively interesting phrases to describe the taste. But the buzz didn't stop at online because Oatside went all out and actually used the phrase that everyone helped come up with on real outdoor medias throughout Bangkok causing the fans to hunt for their own phrases to share on social.

From non-stop comments on social post to outdoor media then back to social again, this campaign not only generated buzzes and voices for the brand but also reaffirmed that Oatside’s taste is really delicious by those who matter most –the consumers themselves.

Link to case study film:

This professional campaign titled 'Oatside SOS' was published in Thailand in October, 2023. It was created for the brand: Oatside, by ad agency: Rabbit's Tale. This Content, Design, and Outdoor media campaign is related to the Food industry and contains 4 media assets. It was submitted 1 day ago by Corporate Communication Officer: Kanokwan C of Rabbit's Tale Company Limited.


Chief Executive Officer: Sunard Thanasanaksorn
Managing Director: Sakunnapak Chaipracha
Executive Creative Director: Papop Chaowanapreecha
Creative Director: Kanon Umpornsirirat
Senior Copywriter: Chotchanit Chanpensuk
Art Director: Nutkritta Lertpitiwatana
Associate Project Management Director : Chanok Thongdee
Project Management Officer: Prapapan Waiyapat
Chief Media & Performance Officer: Patthanin Samairat
Media Planning & Performance Director: Panramon Lertsrikittiwat
Senior Media Buyer: Pawncharin Choochuang
Media Planner: Noramon Thuenyuenyong
Community Team lead: Teeradet Patinyapirom
Community Executive: Sarinya Muneerungsee
Group Account Director: Dechakorn Amornwachirabodee
Senior Account Manager: Nattawut Methithawat
Account Executive: Natnicha Vangveravongsa
Animator Group Head: Chrisjunior Drabik
Animator: Naphat Saksitphiphat
Animation Illustrator: Intu-on Eamsilapun
Junior Animator: Supansa Kaewsompak
Co-Producer: Natnicha Joemjan
Sound Production Company: Tem Siang Co., Ltd.
Sound Engineer: Manorom Hamichart

Fruits of Heroism


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