ALMOST-GONE SOAP

‬In Thailand, bar soap remains the choice of millions — satisfying to use,‬ ‭ affordable, and something worth every penny. So when a bar starts to thin, the‬ ‭ instinct kicks in: use it fully, right down to the very end. When it wears down to its‬ ‭ last scrap, people press that “almost gone soap” onto a new bar, hoping the two will‬ ‭ merge into one and keep going until there’s nothing left. It’s a ritual shared by bar‬ ‭ soap users around the world. And for IngOn, it became an opportunity.‬

‘IngOn Herbal Soap’ is crafted with a consistent blend of natural oils that not‬ ‭ only feels gentle on skin, but also makes the soap naturally easier for leftover soap‬ ‭ scraps to stick onto — regardless of how small, dry, or even what brand they came‬ ‭ from. What most brands would see as a leftover problem, IngOn turned into a brand‬ ‭ switching strategy.

Inspired by this uniquely human behavior, the campaign shifted from talking‬ ‭ about beauty benefits to behavior itself. The film told the story through the‬ ‭ relationships between soap bars, comparing old and new soap to people who‬ ‭ simply cannot stay together. Ending with an unexpected packshot: real soap scraps‬ ‭ from competing brands physically attached to IngOn bars — a bold visual never‬ ‭ seen before in the soap category.

After more than 20 years on Thai shelves, IngOn wasn’t just launching a‬ ‭ campaign. It was making a quiet invitation: whatever soap you use today, when it‬ ‭ becomes an “almost gone” piece, come stick, switch, and begin a new bar with‬ ‭ IngOn.‬

Credits
Chief Creative Officer : Torsak Chuenprapar
General Manager : Natdhee Sopondhitipun
Creative Group Head : Pandarie Somjit
Creative Group Head : Panupong Putong
Copywriter : Poomrapee Ongardvanish
Art Director : Narada Kittikunokorn
Communications Director : Sirapa Kanchanasuppawong
Communications Manager : Sawarin Juntaratip
Agency’s Producer : Prapapan Waiyapat

Production Company : FACTORY01
Director : Wuthisak Anarnkaporna