Orion: Summer cool chocopie

Chocopie, a snack brand, launched a campaign in Vietnam to change consumers' perception of the snack as just a winter snack and increase year-round sales performance.

Campaign details

Brand: ORIONLead agency: WAVEMAKER / CHEILRegion: APAC

Objectives

Introduced to the Vietnam market nearly 20 years ago, Chocopie has always been a market leader in the chocolate pie category thanks to its high quality and unique combination of cake - chocolate cover - marshmallow filling.

However, Chocopie faced low sales in the summer season. Consumers feel Chocopie is hot and sticky and, because of this, they don't want to eat Chocopie in the heat. However, the key issue was the consumer's perception rather than any real product problem during summers.

Hence the objective...

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