West meets east
The core challenge for Blue Marlin was to translate Tesco’s famous UK proposition, ‘Every little helps’, and bring it to life in a meaningful way for Thais.
‘Rau sai jai khun’ means ‘from the heart for you’ and reconciles the warmth and sensitivity of the Thai culture with the strength of the world’s leading supermarket brand. It has proved meaningful, powerful and appropriate.
Signalling a change of heart
We used the new brand essence to create an inspiring brand vision, with guidelines that have now been applied across all touchpoints with consistency. An extensive evaluation also resulted in a new brand colour - fresh green – that has helped Tesco Lotus to be perceived as ‘dynamic, fresh, natural and friendly’.
Just as 'every little helps' works so well in the UK, we translated Tesco's brand expression in a way that goes straight to the heart of the Thai people.