Mirinda: Laugh the grudge away for Tet

Mirinda, a soft-drinks brand, increased sales and consumer awareness through the use of a music video-led campaign that sought to unite opposing Vietnamese consumers over a glass of soda.

Campaign details

Brand: Suntory Pepsico Vietnam/ MirindaAgency: Dentsu Redder

Strategy

2018 was splashed with bad blood for the Vietnamese.

For the larger part of 2018, consumers are day after day bombarded with contentious content. If it's not the rivalry between nations, it's a feud between celebrities. The media culture is obsessed with fights: from reports on road rage happenstance to grudges featured on popular drama series that millions consume daily. Such quarrelsome epidemic spreads to online quarrels between fandoms and to real life where neighbours argue over the little things such as a trash bag.

This social...

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