Chinsu Chili: How a brand in a low-involvement category breaks the ‘commodity’ curse by hijacking one of the biggest youth trends in 2020

CHIN-SU, a chili sauce brand, launched a music video in Vietnam to promote its product during the COVID-19 pandemic.

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Brand challenge: How can brands in low-involvement categories break the 'commodity' curse?

Suffering the same fate with other condiment brands, CHIN-SU chili sauce struggles to create connection with its consumers and therefore, is still perceived as a commodity. This was not a problem until CHIN-SU is faced with the rise of new-comers who effectively leverage low pricing to attract buyers. As the market leader, CHIN-SU is taking the hit the hardest and wants to break this 'commodity' curse of low-involvement price-sensitive category.

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