Campaign details

Brand: Coca-Cola
Lead Agency: MediaCom
Region: Vietnam

Strategy

Objective

To win the hearts of millions of Vietnamese teenagers, Coca-Cola explores a new way to grow its share with an unusual experiential campaign, backboned by digital and featuring the Vietnam’s remake of the worldwide renowned Glee series. The brand wanted to strengthen its connection with young consumers through its truthfully refreshing taste.

Target Audience

Coca-Cola offers its consumers the refreshing fizz whenever they are thirsty. And once the thirst is quenched, the fun starts to follow as we all feel uplifted & refreshed. For every first-time drinker, that feeling is unique and quite memorable. Over the time, as we get too used to the product, the emotional connection dies down.

How to revive that first-time experience, make it memorable and relevant to today’s young consumers? Let’s first start with the question ‘what excites them?’ Through research, we found that our teens have quite a few things to look forward to: summer vacations, friends’ birthday parties, upcoming Taylor Swift’s concerts, Vietnam’s remake of Glee, etc. Those entertainment platforms give teens both the true experience and the surprise factor that certainly anticipate their excitement. “I don’t know how it will turn out to be, but I can’t wait to see the Vietnamese version!!” – said a loyal Glee fan.