Campaign details 

Brand: SUNTORY PEPSICO/ PEPSI
Lead Agency: MINDSHARE VIETNAM
Region: Vietnam

Strategy

Objective

Tet festival (Lunar New Year) is the most promising and challenging season for Pepsi given the high consumption of soft drinks but the highly cluttered media environment. Additionally, Carbonated Soft Drink (CSD) category and Colas segment sales have been on the decline recently due to a lack of excitement and Relevance in the category. For Tet 2018, Pepsi set an ambitious goal of spiking both brand health and sales performance.

To deliver these objectives, Pepsi decided to disrupt this Tet with thought-provoking ideas based on a beautiful Tet insight: BE THERE BUT NOT BE THERE, family members are physically present in Tet moments but not connected because of DIGITAL DISTRACTION.

The campaign performance was measured by Kantar World panel Vietnam across key brand and sales metrics:

  • Volume growth; Volume share pre-Tet vs post-Tet.
  • TOM Brands Associated with Tet.
  • Win over Tet TV Advertising.
Target Audience