In Thailand, alcohol advertising is strictly banned—making it nearly impossible for new brands like Silver Wolf to build awareness through traditional channels. While most competitors relied on indirect surrogate tactics like lifestyle branding or events, Silver Wolf needed a more impactful way to stand out.

TBWA\Thailand \ JUICE redefined sports marketing by turning a football match into an advertisement hidden in plain sight—legally at that. Instead of sidestepping the ban, we leaned in with creativity, renaming players with whiskey-inspired taste profiles like “Smooth,” “Sweet,” and “Oaky.” As commentators naturally called out the players’ names during the live match, they were also describing Silver Wolf’s product—seamlessly integrating brand messaging into the game itself.

This unexpected move transformed a routine football match into a one-of-a-kind brand activation. It captivated fans, sparked national attention, and proved that even the toughest restrictions can fuel breakthrough creativity.

Introducing Silver Wolf: the match that sells. Breaking the rules by changing the names!