Case Study: Malee boosts canned fruit sales with Wunderman Thompson

Malee - Customer Case Study

Malee, a long-established Thai canned fruit brand, faced a familiar challenge: while consumers liked the product, they typically bought it only for special occasions. Wunderman Thompson Bangkok helped rethink how the brand could stay relevant in everyday life, using its canned fruit products as the focus of the campaign.

Wunderman Thompson created “Lonely Rambutan,” a playful story that personified the canned fruit and turned it from a “sad and lonely shelf” item into a social persona across film, Facebook, and Tinder. The campaign generated 10M YouTube views, over 3M social engagements, and a 20% sales increase within the first month, with at-a-glance figures listing 17M views, 3M engagements, and 20% sales growth.

Malee