Campaign details
Brand: NestléAgency: Mindshare Vietnam / WPPRegion: APAC
Strategy
Objective
In the realm of packaged water, a category with low consumer involvement and a prevailing perception of homogeneity, LaVie faces the challenge of establishing meaningful differentiation and ascending to the coveted position of the leading brand in both the overall packaged water market and Ho Chi Minh City, the epicenter of competition. Despite occupying the Top of Mind spot, LaVie struggles with a lack of consumer awareness regarding its distinction as a natural mineral water compared to other purified water brands. Consequently, in this...