Boonthavorn: Ummm...

Thai home improvement retailer Boonthavorn rebranded to establish itself as a relevant and preferred choice for Gen Z and Gen Y.

Background and Context

Boonthavorn, a popular home improvement retailer among the Thai 40+ age group, faced a challenge of perceived distance and irrelevance among younger generations Y and Z. With the younger Gen Y and Gen Z placing their values on self identity, the goal was to rebrand and establish a deeper connection with these younger consumers, becoming their preferred choice for modern home decoration and improvement.

Campaign Objectives

The primary objective was to rebrand Boonthavorn and connect with younger consumers, particularly Gen Z and Gen Y. Boonthavorn aimed to reposition itself as Gen Z and Gen Y's choice for...

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