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Audacity Bangkok Creates New Campaign for My Chewy Reclaiming the Brands Name

Thai confectionery staple My Chewy, the nation’s best‑selling fruit‑flavoured milk candy, has struggled with consumers calling it by its packaging or flavour rather than its actual name. Audacity Bangkok responded with an emotional online film that asks viewers what name they would choose for themselves, drawing a parallel to the brand’s identity issue. The campaign positions the name My Chewy as a personal right, aiming to shift everyday language back to the official brand. By linking naming misrecognition to a universal human experience, the film seeks to reinforce brand recall across Thailand and beyond.