Outdoor ad: Comfort: THE SWEET TAKEOVER OF FEELINGS

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Top 6: December 17th 2025

Background
When Comfort Thailand introduced its new scent Cherry Vanilla inspired by Korean desserts.
It wasn’t just about fragrance
It was about emotion.
Scent is the fastest trigger of memory and mood.
It connects people to moments long before words can.

Comfort proudly presents the idea:
“THE SWEET TAKEOVER OF FEELINGS” — the first time a fabric softener is designed to become an emotional experience.
This is not just a product launch… but an invitation into a true Korean-inspired feeling. Because scent is the most powerful sense—able to trigger memories and emotions even before words are spoken.
So Comfort decided to take Cherry Vanilla out of the bottle and place it in the real-life space where Thai consumers feel the closest to Korea:
ChamThing Café — a beloved Bangkok café known for its softness, Korean-inspired vibe, and signature K-aesthetic charm.

How it Works
• We transform the café—already famous for its cherry-inspired aesthetic—into an Emotional Zone, redesigning the space to align with the Comfort Korean Cherry Vanilla packaging: cute, soft, and unmistakably Korean.
• The entire atmosphere is infused with the gentle, sweet, airy scent of Cherry Vanilla, allowing visitors to not only see the Korean vibe, but instantly feel it.
• Beyond scent and ambiance, we created four exclusive café menu items inspired by the Cherry Vanilla fragrance—both in flavor and visual presentation—so every guest can experience Comfort Korean Cherry Vanilla through taste, sight, and emotion. No ads, no copy needed—the feeling tells the story.
Every moment inside the café is taken over by this soft, sweet Korean mood. Guests don’t just experience Cherry Vanilla through fabric…
but through the air, the atmosphere, their emotions, and the memories they create.
This is Comfort Korean Cherry Vanilla—a scent that doesn’t just smell good on clothes, but smells good on your feelings.

Category Household, garden & pets
Client Unilever Thailand
Agency Brilliant & Million
Country Thailand
Uploaded 9 December, 2025

Credits

Executive Creative Director
Titipun Tubthong
Creative Director
Kaiwan Teanngam
Chief Executive Officer
Sorada Sonprasit
Art Director
Panchanok Phongruk
Copywriter
Natchanon Manukul
Creative Group Head
Suttacha Jitsombut
General Manager
Thanaporn Chankitmunkong
Head of Strategy
Vibhu Harnvarakiat

Other credits

Associate Strategic Planning Director: Sireerat Wasukhan

Senior Strategic Planner: Ora-on Watanatham

Strategic Planning Supervisor: Chalermchai Packporm

Designer Director: Chutamas Pothong

Graphic designer: Phollawat Wattanasomsiri

Multimedia Designer :Witthawas Suknuntee

Multimedia Designer : Apinya Kamkemkeaw

Client Service

Wutcharapon Putyon Group Account director

Nutcha Srichadsuwan Account manager

Baramet Paenngam Account manager

Pattira Suwannoi Account Executive

Suchawee Awagulpanich Account Executive

Papawee Sudawannasak Account Executive

Media Team

Pitsuda Manvichachai Business Director

Aimpawee Vajarassarabhaj Associate Planning Director

Kodchakorn Uthan Media Planner

KOLs Team

Patsanun Jeenanat Key Opinion Leader and Content Director

Benjawan Suklertlum Influencer management manager

Methawee Jittpang Influencer management Specialist

Client Team

Wilasinee Weesakul Senoir Brand Manager

Satinee Assavaniwej UFLP Marketing

ChamThing Café Team

Suttiwong Phumurai ChamThing Café Manager

Comfort: THE SWEET TAKEOVER OF FEELINGS

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