La Vie: Connecting with nature, regenerating the youth – La Vie's success story

La Vie, a bottled water brand, pioneered the first-of-its-kind event in Vietnam, YouTube Music Night, to harness its unique selling point as an exceptional purveyor of the positive power of nature, leveraging it to attain market dominance, and drive business growth that outpaces the overall category.

Campaign details

Brand: NestléAgency: Mindshare Vietnam / WPPRegion: APAC

Strategy

Objective

In the realm of packaged water, a category with low consumer involvement and a prevailing perception of homogeneity, LaVie faces the challenge of establishing meaningful differentiation and ascending to the coveted position of the leading brand in both the overall packaged water market and Ho Chi Minh City, the epicenter of competition. Despite occupying the Top of Mind spot, LaVie struggles with a lack of consumer awareness regarding its distinction as a natural mineral water compared to other purified water brands. Consequently, in this...

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