Campaign details
Brand: MirindaAgency: Dentsu RedderRegion: APAC
Strategy
Objective
As a collectivistic nation, Vietnamese people live in local neighborhoods. Living in such close proximity, people can't help but have conflicts – big and small – that lead towards grudges against one another.
This social situation presents a unique opportunity for Mirinda – a beverage brand standing for laughter and joviality. Continuing its win in Tet 2018, Mirinda wanted to advance its Tet message 'Laugh the Grudge Away,' but this time, activate the brand role more strongly. The objectives were:
- Enhance 'meaningfulness' for the brand equity...