Nestlé: Green Tet – disrupting a thousand-year tradition with sustainability

Nestlé created Eat Tet Green, an environment-focused campaign to differentiate and drive consumption of multiple food and beverage brands in Vietnam during the holiday.

Campaign details

Brand: NESTLÉ CORPORATEAgency: OGILVY VIETNAMRegion: APAC

Strategy

Objective

Tet is the peak consumption occasion in Vietnam; and so every brand across every category wants to be on consumer's top of mind to influence their purchase decision. However, it is extremely difficult to stand out as there are well established communication themes and imageries which most brands keep reinforcing every year: red and gold as primary colors, reunion, gifting, big celebrations – to name a few.

To leverage the strength of its brands (Nescafe, Maggi, Milo etc.), Nestlé has always adopted a multi-brand approach...

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