My Café, my generation - leverage AR app for integrated strategy

My Café, a RTD coffee brand in Vietnam, launched a mobile campaign to drive sales and awareness, and dispel the stigma of ready-to-drink (RTD) coffee.

Campaign details

Brand: Suntory PepsiCo Vietnam Beverage / My CafeLead agency: Mindshare Vietnam / Click MediaRegion: APAC

Objectives

RTD Coffee is still a strange concept for Vietnamese as they can easily buy a cup of coffee anywhere along the street at very good price and taste. However, it's undeniable that the RTD Coffee segment is full of potential.

In fact, traditional Vietnamese coffee isn't served as youth would expect. Coffee core users who are above 30 years old (contribute 61% market volume) demand strong and bitter tasting coffee. The younger group of consumers, aged 18-...

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