Campaign details

Brand: Suntory Pepsico Vietnam Beverage
Lead Agency: Happiness Saigon
Region: APAC

Strategy

Objective

Tet (the Vietnamese Lunar New Year) is Vietnam's most celebrated seasonal festival. Similar to Christmas in western societies, it is the prime time to boost sales and build love for brands. There is fierce competition with both brands and agencies.

Pepsi wanted to take advantage of this occasion and become the talk of Tet. The problem they faced is that the Tet advertising market is saturated with tearful stories of "family reunion" that no longer engage the youth, Pepsi's primary target audience. Our insights showed that the youth were losing interest in the family interactions that came with Tet, as they became more and more immersed in the virtual worlds of their mobile phones. The aim was to find a way breathe a modern, youthful and cool spirit - the signature "Pepsi spirit" - into this otherwise traditional occasion.