Campaign details

Brand: MINDSHARE VIET NAM / TEA+
Lead Agency: MINDSHARE VIETNAM
Region: Vietnam

Strategy

Objective

In Vietnam, Ready To Drink Tea (RTDT) is among the most competitive categories within beverages.

In 2017, RTDT category witnessed dramatic decline (volume 2017 declined -15% vs. YA), resulting in the lowest volume of RTDT in the last 10 years. Category performance was affected by acute category product crisis (lead contamination, hygiene issues) which saw consumers turning away from RTDT to other beverages.

TEA+ launched in Vietnam market in 2013, and had seen phenomenally successful performance. Since the launch, TEA+ demonstrated strong volume growth at double digits for 4 years in a row between 2013-2016. However, in 2017 affected by category crisis, TEA+ faced the same declining consumption pattern as the rest of the category.

Therefore, moving forward to 2018, the key Job To Be Done was driving back consumption by bringing to life the TEA+ product benefit of ‘Body Light, Feel Light’ for our key audience.

Target Audience