INNOVATIVE FOOD AND BEVERAGE HOLDING LIMITED (IFBH Limited), the powerhouse behind Thailand's leading coconut water brand IF, continues its unstoppable momentum with another milestone — securing the renewed endorsement of Xiao Zhan, China's top-tier superstar and global icon, as its Global Brand Ambassador (GBA) for the second consecutive year.
This renewed partnership doesn't just highlight how good IF's products are — it also shows why we've been the No.1 coconut water brand in Mainland China for five years straight, and nine years in a row in Hong Kong SAR.
In 2024, IFBH shows an impressive 80.3% growth compared to the previous year. With its expansion into Australia and North America, IFBH Limited is set to make even bigger waves in 2025 under its new campaign concept: "IF Moment – All About This Moment" — a celebration of life's joyful experiences made better with IF.
The new campaign introduces a fresh and approachable image of Xiao Zhan through everyday moments of enjoyment — from imaginative dreamscapes to street scenes inspired by Anfu Road in Shanghai — where each scene subtly features the word “if” hidden in details like straws, skylines, shadows, sunlight, and neon signs. The campaign film (TVC) uniquely blends creative storytelling and AI-assisted storyboard development to craft a visually stunning and emotionally resonant journey.
Link : https://www.youtube.com/watch?v=Z7q1LntWN2o
At the heart of the campaign are IF's three signature SKUs — IF 100% Coconut Water, IF Aromatic Coconut Water, and IF Coconut Black Tea — each designed to elevate everyday moments into something meaningful and memorable.
Xiao Zhan's continued partnership signals the trust and love global consumers have for IF. It also underscores IF's emergence as a truly global Thai brand. This is exemplified by its record-breaking OOH campaign, which included a historic drone show in downtown Shanghai, dazzling millions and igniting a Moment of Celebration that lit up the city skyline — the first-ever by a Thai brand in Mainland China.
The campaign's reach extended to massive LED screens in Chongqing — Xiao Zhan's hometown — and further across key cities like Hangzhou, Guangzhou, and many more, creating unforgettable moments of pride and connection.
More than just a beverage, IF embodies a brand philosophy that is both refreshing and powerful — soft yet bold — capturing hearts across Asia and now the world. Powered by the richness of Thailand's nature and the enduring affection from fans globally.