Campaign details
Brand: Suntory PepsiCo Vietnam Beverage / Lipton Ice TeaLead agency: Mindshare VietnamRegion: APAC
Objectives
BUSINESS CHALLENGE:
- Lipton was in neglect as a 'sleeping beauty' for successive three years. The brand faced continuous volume decline during the 2013 - 2016 period due to two main reasons: low brand awareness and no brand differentiation.
- The beverage category is impulse purchase; hence, sustainable presence is highly important. The brand needed to be present at least three months during the campaign period (May - July 2017). However, with the given moderate budget, even just going with Digital,...