URC: Cream-O x Dynamite – a handshake that shakes boredom off school life

Snack brands Dynamite and Cream O created Schooling on the Mic, an experiential music-based campaign to grow sales, share and engagement with 13-to-17-year-olds in Vietnam.

Campaign details

Brand: URCAgency: Ogilvy VietnamRegion: APAC

Strategy

Objective

Having a snack while doing time-consuming and sometimes monotonous tasks was a very solid snacking consumption habit of Vietnam consumers, especially the teenagers . Dynamite & Cream O – leading candy & biscuit brands from Universal Robina Corporation (URC) were set to own the snacking times of teenager consumers. From that lens, both brands had built the brand proposition that skews towards injecting fun and positive energy with an aim to help teens break the boredom and regain the energy during several snacking occasions in a...

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