Campaign details

Brand: PepsiCo / Mirinda
Lead Agency: Dentsu Redder
Region: APAC

Objective

2018 was full of bad blood for the Vietnamese.

For the larger part of 2018, consumers were bombarded day after day with contentious content. If it's not the rivalry between nations, it's a feud between celebrities. Media culture is obsessed with fights: from reports on road rage happenstance to grudges featured on popular drama series that millions consume daily. This leads to online quarrels between fandoms and real life arguments between neighbors, who argue over the smallest things, such as a trash bag.

This social situation presents a unique opportunity for Mirinda – a beverage brand standing for Tet laughter – to 1. enhance its meaningfulness to the consumers and 2. increase consumption during the peak season of CSD.

Target Audience