La Vie: Choose La Vie – your 30 years of natural goodness and more

La Vie built a 45-second hero video that rewound small daily moments with consumers in Vietnam and promised to continue with them in the future to break the stereotype of birthday celebrations, achieve a double-digit growth rate, and increase brand power and the attribute of meaningful brand.

Campaign details

Brand: NestléAgency: Nestlé/ La VieRegion: APAC

Strategy

Objective

COVID-19 disrupted the meaningful connection between La Vie and consumers, negatively impacting the brand and business metrics. To turn around on brand and business, La Vie took the milestone of a 30-year birthday celebration to revive the meaningful connection with consumers.

However, in a year of many birthday celebrations, how would La Vie's campaign stand out? The approach is that while other brands celebrate their macro impact, La Vie would focus on the personalized small daily moments with consumers.

Campaign objective: Break the stereotype of...

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