Campaign details
Brand: Highlands Coffee VietnamAgency: Dentsu RedderRegion: APAC
Strategy
Objective
As the number one coffee chain in Vietnam with more than 20 years of heritage, Highlands Coffee is perceived as an 'old brand' and lacking relevance with the youth category. The brand has tried to solve this challenge for many years but to no avail. The coffee chain believes that changing this perception will help unlock a new source of customers (i.e. from milk tea chains) by positioning itself as a place for youth to socialise and hang out.
As for Tet, the brand...