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....