Campaign details
Brand: Mondelez Kinh Do MooncakeAgency: Publicis GroupeRegion: APAC
Campaign video
Strategy
Objective
Tough lockdown impacts bottomline & festive atmosphere dependent on distribution.
Kinh Do created the packaged Mooncake segment since 1998 & holds the No. 1 position with 65% M.S. But in 2021 Covid sent the entire country into the strictest military enforced lockdown Vietnam has ever experienced. As the biggest player in the category, 75% of our 12,000 seasonal outlets creating engagement for the brand, were closed. Thus chances of people experiencing festive atmosphere from our outlets, celebrating the festival & purchasing...