Campaign details
Brand: Suntory PepsiCo / MirindaLead Agency: Redder Vietnam / Mindshare VietnamRegion: Vietnam
Strategy
Objective
Lunar new year (Tết) is the biggest and most competitive consuming occasion for CSD category in Vietnam.
Despite budget constraints, Mirinda wanted to gain market share, increase sales and enhance brand equity “Bold Fun Enabler” associated with laughter among teens.
Target Audience
Vietnamese teens from 13 to 17, nationwide, who are highly engaged with mobile chat apps to communicate and connect with their family and friends, especially in Tết.
They love and highly respond to Tết activities but tired of...