Bangkok--19 Apr--PR&Associates
Malee, a juice brand that takes care of customers’ health in Thailand and globally for more than 40 years, launched a new TVC advertisement “Well taken-care-of”. This TVC advertisement tells story of Malee’s punctilious’ production under the slogan “Malee. Fruit with Care.”. It comes with a TVC launching event featured by various rising stars and celebrities.
Roongchat Boonyarat, Director & Executive Vice President - Sales & Marketing, Malee Sampran Public Co., Ltd. said, “We want the consumers to get the best value from nature, for both taste and healthiness. So, we are punctilious in all production process, ranging from seeding, sourcing, selecting, and cultivating until packing in juice boxes. This goes in parallel with Malee’s slogan “Fruit with Care” that means our care comes with every drop of Malee fruit juice and this care is sent to our consumers who choose Malee to take care of their health and their beloved people’s health.
“The background concept of Malee’s new TVC advertisement — “Well taken-care-of” — derives from the current overall picture of Thai society. We have a rush life but, no matter how rush we seem to be, Malee is still scrupulous in all production process to make sure that our consumers get the best Malee fruit juice.” Roongchat added.
The key message in the TVC advertisement elaborates how Malee orange juice is well taken-care of, starting from planting each orange tree 5-metre apart in order that it can grow and get the most nutrition. Malee also waits until the right time for harvesting, so that the orange grows to mature its taste and nutrition. Eventually, Malee harvests each crop by hand with care.
This is a vivid example of “4 Cares 4 value” that we always believe in — Seeding | Sourcing | Selecting | Entrusting. This means that we select the best seed from each type of fruit before planting them in the best sourcing area. Then, we select the best fruit that will provide the best juice. Every process is entrusted to “Malee family” or our agricultural family who pour their heart to their plants.
Tor-Thanonchai Sornsrivichai, a worldly-known director, whose fame is guaranteed with 5 Gold Lions awards for 5 consecutive years, takes part as a TVC director of “Well Taken-care-of” He says, “Malee is a well known Thai brand. When Malee contacted me for directing their TVC ad, their punctilious process impressed me and this has become the story of this TVC ad”.
This new TVC advertisement tells a story of a man who is a city guy. He rushes every gesture in his life, including when he is in supermarket. This TVC advertisement reflects another aspect of life that we do not need to rush everything until we neglect punctiliousness of our lives.
Malee believes that “4 Cares 4 Value” is something that we always believe in. We want to make sure that all Malee juice product is filled with the best value and brings nutrition to our consumers because we want all Thai people to have the best health. This can also be told by our new slogan, “Malee. Fruit with care”.