Campaign details

Brand: Pepsi
Brand owner: Suntory PepsiCo Vietnam Beverage 
Lead agency: Mindshare Vietnam (Media)
Contributing agencies: Happiness Saigon (Digital), BBDO Vietnam (Strategy and Creative)
Country: Vietnam
Industries: Carbonated drinks
Media 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, advocacy
Budget: 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 build brand love. However, Vietnamese people find Tết to be bland and not as enjoyable as in the past. While families come together for Tết, they are disconnected as they are glued to mobile devices.