Ariston: Ice challenge campaign

Water heater brand Ariston needed to win customers, grow market value share by 2% and improve brand equity in Vietnam, so it ran a two-part, quality-focused campaign.

Campaign details

Brand: DSquare / AristonAgency: DSQUARE (SQUARE DIRECT ADVERTISING COMPANY LIMITED)Region: APAC

Campaign video

Strategy

Objective

Famous for its durability, Ariston has been the top of mind water heater brand in Vietnam for years, mostly among the Baby Boomer generation. However, Ariston is having a hard time maintaining its leading and aspiring image to the Vietnamese Millennials, who have more choices and take "durability" for granted.

In 2020, Ariston decided to adapt the global campaign "Ariston Comfort Challenge" (ACC) in Vietnam to revamp the brand image in young Vietnamese customers' mind. The campaign leveraged...

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