Bangkok, Thailand – DENTISTE, the popular Thai toothpaste brand, has recently launched a new campaign featuring Blackpink’s LISA–who also serves as the brand’s official brand ambassador–centred around the message of carrying a confident smile and empowering women by embodying a ‘lady boss’ energy.
The campaign, done alongside SOUR Bangkok, is the first Thai advertisement co-created alongside LISA, ever since she became the brand’s global ambassador in 2021 and renewed her contract in June this year.
More than just a brand’s face
In an exclusive conversation with the SOUR Bangkok team, they stated that the campaign’s direction overall aligns with the agency’s vision of diversity and empowering women, which made teaming up with LISA the perfect fit. Moreover, they stated that this campaign aimed to inspire the younger generation to keep their confident smile to change the world, but not let the world change their smile.
“As she steps into her new role as a ‘Lady Boss’ in real life, we saw this as an incredibly inspiring concept that goes beyond just promoting white teeth. It’s about empowering people through the unique character of a ‘Lady Boss,’ which reflects female leaders who are powerful while embracing kindness and empathy,” the team told MARKETECH APAC.
The SOUR Bangkok team also pointed out that collaborating with LISA wasn’t just about having her as the face of the campaign — she was also deeply involved at every stage, from shaping the concept to approving the final shots.
“This made the campaign more than just about a product; it became a message of strength, confidence, and authenticity. That’s how DENTISTE’s brand message truly came to life in a way that resonates with Thai audiences,” they added.
Touching base on Thailand’s reputation as the ‘Land of Smiles’
Thailand is most commonly known as the ‘Land of Smiles,’ so the ‘Lady Boss concept naturally resonated with local audiences because it is deeply rooted in Thai values. And for the SOUR Bangkok team, they remarked that Thais smile because they care and show kindness.
“As the creative team, we brought this idea to life through the “Lady Boss Smile” manifesto. We believe that the most powerful curve on the human body is the curve of a smile. It symbolises strength with empathy, showing that true leadership is built on the balance of power and compassion. This is the essence of what it means to be a Lady Boss and why it connects so deeply with the Thai spirit,” they stated.
When asked about the significance of being able to work with LISA on this campaign closely, they said, “It’s undeniable that LISA is an iconic figure for Thailand, representing success on the global stage. She brings hope and inspiration, especially to the younger generation. This campaign marks her first Thai commercial where she was not only the presenter but also fully involved in its creation. The result of this collaboration completely transformed the brand’s image and made a significant impact on Thai audiences.”
Highlighting the brand’s message of ‘Your best moments’
Meanwhile, in an exclusive conversation with Siratsarin Kiatkobchai, international sales and marketing director at Siam Health Group, she stated that LISA brings into the brand her unique personality, beloved by people around the world, to this campaign, reflecting a confident smile.
For her, Lisa’s positive moments are expressed through her confident smile, which enhances her singing and performances, captivating and impressing the audience, leading her to succeed in every role.
“This aligns with DENTISTE’s brand value, “Your best moments” which aims to give everyone their best moments and the potential to succeed like Lisa. Lisa is not just a brand ambassador; she is also an inspiration, representing a healthy and confident smile, which makes the brand’s image stand out and resonate more deeply with the target audience,” Siratsarin said in an interview with MARKETECH APAC.
When asked about the challenges in executing this campaign, she stated that it focused on their desire to inspire Thai people to achieve success on a global level, just like Lisa. For them, they wanted DENTISTE to grow alongside this vision, ensuring that their message resonated with the ambition of reaching international success.
“Our goal was to instil confidence in every Thai person, showing them that they too could achieve at a global scale, just like Lisa and DENTISTE. To overcome this challenge, we focused on crafting a narrative that linked Lisa’s success to the values of the brand—highlighting confidence and international aspirations. This approach allowed us to effectively communicate and inspire a sense of possibility and ambition within our target audience,” Siratsarin explained.
Key lessons from the campaign
When asked about what the key lesson from this campaign, Siratsarin said it’s all about the importance of unwavering determination. In this, they learned that they needed to be bold, act swiftly, and maintain a genuine passion for making a positive impact on society.
“Our goal was not just to promote the brand but to contribute meaningfully—to help the Thai people, support our country, and make a difference globally. This experience inspired us to invest not only time and energy but also financial resources into making an impact. Moving forward, this lesson will shape our approach to future product-centric campaigns, ensuring they are not only effective but also aligned with a broader, positive purpose that resonates with both our audience and our values,” she said.