Yili’s Cremo scoops up summer buzz in Thailand with multi-channel youth campaign

Bangkok, Thailand – Yili Group’s ice cream brand Cremo is turning up the chill factor in Thailand with a summer campaign designed to tap into youth culture across multiple touchpoints.

Launched at the peak of the season, “Cremo Boost It To The Max” blends entertainment, social content, and on-ground activations—layering brand experiences much like a multi-scoop sundae aimed at younger consumers.

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The campaign features a segment on Running Man Thailand, where brand ambassador Billkin Putthipong takes part in custom challenges that fold product moments into the show’s high-energy format. 

The integration adds a playful, feel-good tone, reinforcing the brand’s positioning around fun and surprise.

Online, Cremo continues to churn out content tailored to Gen Z audiences, from bite-sized challenges to everyday lifestyle posts. 

The approach leans into relatability, aiming to keep the brand top-of-mind as part of daily digital consumption.

Offline, the campaign extends into experiential activations. 

At Billkin Putthipong’s recent concert in Bangkok, Cremo set up an interactive zone offering product sampling, photo booths, and limited-edition merchandise—serving up a mix of music, engagement, and refreshment in one setting.

The activation strategy reflects a broader effort to keep the brand in constant rotation across channels—melting the line between content, commerce, and experience.