Rebecca Manzi A Thai supermarket uses hydrophobic paint to reveal rainy-day discounts, turning monsoon discomfort into creative marketing while raising questions about safety.
@Lotus’s/YouTube
In Thailand, the monsoon season is often met with a collective sigh. Torrential rain, unpredictable floods, and gloomy skies usually translate into a slowdown for businesses and a surge in couch time for locals. But Lotus’s, a popular supermarket chain, has decided to lean into the downpour—not with a new app or a flashy commercial, but with something quite literally written on the streets.
Their campaign, aptly titled Coupon Rains, was created by VML Thailand and brings marketing to the pavement. The trick? A clever use of hydrophobic paint, which remains invisible on dry surfaces. But when the rain falls—and it does, heavily—the contrast reveals hidden promotional messages, turning drenched sidewalks into unexpected discount billboards.
The concept is as simple as it is effective: snap a photo of the message, present the code at the checkout, and get rewarded just for being outside in the rain.
Discounts that make sense when skies are grey
Unlike generic sales tactics, these monsoon-triggered promotions are designed with the rainy season in mind. Think free raincoats, moisture-fighting products, immune-boosting vitamins, and hot takeaway meals—exactly what people crave when the streets are soaked and the humidity feels like a blanket.
And for those who brave the weather, a 10% discount on the entire bill is more than just a thank you—it’s a small, satisfying act of recognition. As Lotus’s seems to suggest, why not turn resilience into a reward?
Bringing the rain campaign beyond store doors
What makes Coupon Rains particularly smart is how it breaks out of the traditional retail boundaries. The promotional messages don’t only appear outside the store; they show up at bus stops, subway entrances, residential neighborhoods, and yes—even near competitors’ stores. This meteorological guerrilla marketing doesn’t wait for customers to come—it chases them down in the rain.
The psychological impact is significant. There’s a sense of exclusivity and timeliness, a feeling that if you’re in the right place at the right soggy moment, you’re part of a secret club of savvy shoppers. In an age where everything feels available all the time, such ephemeral rewards add a bit of old-school thrill.
The fine line between creativity and caution
But for all its cleverness, it’s worth pausing for a moment. The monsoon season in Thailand isn’t just a marketing opportunity—it’s also a public safety concern. Heavy rainfall often leads to flash floods, which can submerge entire streets in minutes, injure pedestrians, and severely damage infrastructure and vehicles.
There’s also a sharp uptick in stagnant water, which creates the perfect breeding ground for mosquitoes carrying dengue fever, malaria, and other dangerous infections. Not to mention the surge in respiratory and gastrointestinal diseases that often follow in the rain’s wake.
So while it’s refreshing to see a supermarket play with the weather in such a creative way, it’s crucial that businesses balance innovation with responsibility. Turning puddles into prizes might bring smiles—but clear public information, preventative measures, and worker protections must never be left in the shadows.
Source: Lotus’s
