The longer a brand has been around, the younger it needs to think.

Lipo was Thailand’s first energy drink. More than 50 years of history. But a younger generation needs its own reason to pick up the bottle.

By year three of our relaunch, we were building on the Brave Hero campaign. Putting everyday heroes where they deserved to be: in the spotlight.

This time, rescue workers.

People who cut short their sleep to help someone they’ve never met. Who head towards the accident. Wade into the flood. Answer the next call.

We wanted younger people to see just how extraordinary these people are. So we gave them the screen presence to match.

Cinematic lighting. Bold styling. The attitude of an action film, grounded in the work these people do every day.

Samurai imagery brought Lipo’s Japanese heritage into the story, connecting that warrior spirit with the courage of Thai rescuers.

The style was deliberate. We wanted Lipo to feel exciting to a new generation while building on what made the brand its own.

And the business moved forward.

Following the relaunch, Lipo climbed to fourth in Thailand’s energy drink market by sales volume and ranked number one in the premium segment. At ฿15 a bottle, it carried the highest price on the energy drink shelf. Even in a fiercely competitive market, people were willing to pay more for it.

You can’t expect the next generation to care because the last one did.

You have to give them a reason.

The first Lipo Brave Hero campaign was built on a simple insight: people who work hard to earn respect don't always get it.

Instead of just selling energy, we celebrated their courage, pride, and dignity. The campaign sparked conversations, attracted attention from Japanese media, and helped relaunch the brand in a declining category.