PepsiCo/Mirinda: Laugh the Grudge Away for Tet

Mirinda, a soft-drinks brand, increased sales and consumer awareness through the use of a music video-led campaign that sought to unite opposing Vietnamese consumers over a glass of soda.

Campaign details

Brand: PepsiCo / MirindaLead Agency: Dentsu RedderRegion: 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...

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