Sponsor launch: Press Play Everyday

This case study explains how Sponsor Sports Drink, an energy drink brand, evolved its global positioning towards a more locally relevant angle in order to successfully launch its products in Vietnam.

Sponsor launch: Press Play Everyday

Agency: Havas Notch/Havas PR/Havas VietnamClient: Sponsor Sports Drink

The summary statement

A 'one size fits all' approach to brand positioning doesn't always work. There is an argument for altering a brand's global positioning to suit local insights. This case shows why and how we evolved a brand's global positioning to make it locally relevant for consumers. Learning that Vietnamese consumers are not inherently 'sporty', we evolved Sponsor's (sports drinks from the makers of Red Bull) global brand positioning of 'sport drink for sport players' to 'press play everyday' and delivered a successful...

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