Pepsi: Pepsi Salt – Bring back the taste of Tết

Pepsi, the soft drink brand, grew sales and increased market share in Vietnam by using insightful marketing techniques during the Vietnamese festival of Tết.

Campaign details

Brand: PepsiBrand owner: Suntory PepsiCo Vietnam Beverage Lead agency: Mindshare Vietnam (Media)Contributing agencies: Happiness Saigon (Digital), BBDO Vietnam (Strategy and Creative)Country: VietnamIndustries: Carbonated drinksMedia channels: Cinema, Games & competitions, Integrated, Livestreaming, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Public relations, Social media, Television, Virtual & augmented reality, Word of mouth, advocacyBudget: 1 - 3 million

Executive summary

Tết, or Lunar New Year, is the Super Bowl of Vietnam, with high media clutter and is a critical time for Pepsi to boost sales and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands