Pepsi Vietnam Tet 2018: The Digital Dragon Dance

Pepsi, a carbonated drinks brand, was able to engage its 15- to 24-year-old target audience in Vietnam with a mobile-friendly campaign.

Campaign details

Brand: Suntory Pepsico Vietnam BeverageLead Agency: Happiness SaigonRegion: APAC

Strategy

Objective

Tet (the Vietnamese Lunar New Year) is Vietnam's most celebrated seasonal festival. Similar to Christmas in western societies, it is the prime time to boost sales and build love for brands. There is fierce competition with both brands and agencies.

Pepsi wanted to take advantage of this occasion and become the talk of Tet. The problem they faced is that the Tet advertising market is saturated with tearful stories of "family reunion" that no longer engage the youth, Pepsi's primary target audience....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands