Chinsu Chili: How a brand in a low-involvement category breaks the ‘commodity’ curse by hijacking one of the biggest youth trends in 2020

CHIN-SU, a chili sauce brand, launched a music video in Vietnam to promote its product during the COVID-19 pandemic.

Campaign details

Brand: CHINSU CHILI Lead Agency: DENTSU REDDER Region: APAC

Strategy

Objective

Brand challenge: How can brands in low-involvement categories break the 'commodity' curse?

Suffering the same fate with other condiment brands, CHIN-SU chili sauce struggles to create connection with its consumers and therefore, is still perceived as a commodity. This was not a problem until CHIN-SU is faced with the rise of new-comers who