Campaign details

Brand: SPVB/ AQUAFINA
Lead Agency: MINDSHARE VIETNAM / SUNTORY PEPSICO VIETNAM BEVERAGE
Region: Vietnam

Strategy

Objective

Entering the biggest holiday season in Vietnam, Tet, when consumption goes high across products, Aquafina wanted to re-activate its brand to ignite sales. The key task was to drive awareness about Aquafina, lifting the brand’s position in consumers mind to further enhance purchase intent.

However, Aquafina faced a couple of significant challenges:

  • Having very small budget due to its freeze in marketing investment in first half of the year.
  • Having no new assets apart from one long-form video, from a previous campaign, to be the key asset for total project.
Target Audience

Aquafina has a broad target audience but its core focus is people 18-29, who are modern, active and health conscious. They are early trend catchers, fashion forward, highly aware of their image and have high passion for asserting their style. As a millennial audience, digital, and especially mobile, sits at the heart of their lives.

Creative Strategy