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Dope Creatives

Case file: SōngHè Plus

Same rice. Plus a reason to stop.

Client
SōngHè Plus
Industry
Supermarket activation
Year
2025
Active ingredients
Packaging, print & spatial graphics, Creative direction & campaigns
SōngHè Plus cover

The symptoms

SōngHè launched SongHe Plus: its premium Thai Hom Mali fragrant rice blended with specially enriched grains containing dietary fibre, iron, zinc and folate (vitamin B9). Shoppers know enriched bread and cereal, but enriched rice was a brand-new idea, and a rice aisle is not where people stop to read. The launch needed to be impossible to miss, and to explain the benefits in the seconds a shopper gives a display.

The prescription

Make the display do the teaching. We designed a bold red pallet display that stands out at the end of the aisle, with panels that explain the enrichment in plain language: same fragrant rice taste, plus fibre, iron, zinc and folate. Then we made learning a game: a quiz app on a touchscreen kiosk where shoppers answer questions about the benefits and win a limited-edition eco bag for a high score. With Yetivate running the event side, samplers and an emcee kept the story moving on the floor.

Dispensed by DopePallet display designSampling & information countersTouchscreen quiz app (design & development)Event marketing, sampling & emcee with Yetivate

> Scenes marked (concept) are AI-generated for this portfolio using the real display and app artwork. The display renders, app screens and on-site photo are the real work. The inflatable rice bag was supplied by the client.

The quiz app: start screen on the kiosk, and the question, answer and prize flow.
The quiz app: start screen on the kiosk, and the question, answer and prize flow.
The set at the end of the rice aisle (concept).
The set at the end of the rice aisle (concept).
The full set: pallet display, touchscreen kiosk and sampling counter.
The full set: pallet display, touchscreen kiosk and sampling counter.
Pallet display, with educational side panels.
Pallet display, with educational side panels.
Sampling on the floor (concept).
Sampling on the floor (concept).
Sampling and information counters.
Sampling and information counters.
On site, at the end of the aisle.
On site, at the end of the aisle.

Side effects

  • 01An end-of-aisle display that explains enriched rice at a glance
  • 02A touchscreen quiz that turns the product benefits into a game shoppers want to win
  • 03Sampling and an emcee on the floor, all telling one story
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