TRIPLE STRENGTH NEIGHBORHOOD
Vinamilk's FINO
Role: Senior Art Director
THE CONTEXT
Sữa Bịch Vinamilk accounted for 70% market share in the Southside and Mekong Delta. But since the brand became too familiar while consumers expected more than just a "value for money" product, Sữa bịch Vinamilk gradually started losing attraction which cause a decline in business growth the brand is facing now.
In order to make a great rebound in 2023, Vinamilk decided to revamp the product: adding more nutrition and adjusting flavor.
Two main objectives were set for the relaunch campaign to introduce the New Sữa bịch Vinamilk:
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Introduce new product benefits to consumers: nutritional benefits (digestive, bone and eye health) and deliciousness
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Rebuild Sữa Bịch Vinamilk brand images: friendly & positive
THE SOLUTION
As the target audience are so special, the WESTSIDE SQUAD - people of Southwest Vietnam, like entertaining humor, have community spirit with down-to-earth language, that to touch their hearts, a typical one-size-fits-all milk ad won’t work. We decided to tell a brand story under a platform that is inspired by their own real-life stories.
CREATIVE PLATFORM
INTRODUCING: "XÓM 3 KHOẺ" (THE TRIPLE-STRENGTH NEIGHBORHOOD)
A Western-South neighborhood of triple strength people with strong stomachs, sharp eyesight, and healthy bones, all thanks to tasty Sữa Bịch Vinamilk.
THE EXECUTION
"XÓM 3 KHOẺ" platform allowed the brand to leverage countless stories coming from real life in Southside, which is indirectly related to the product's nutritional benefits.
The stories are chosen carefully to create a series of 3 videos meeting below criterias:
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Neighbor-friendly: all stories happening in font of the house of central character named Má Hường
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Sensational entertaining: we added kungfu to exaggerate the stories humorously
In addition, to leverage the series, we turn those into different types of snackable contents for the audience to easily consume and absorb across various digital platforms: from 3 episodes with the 60s standard YouTube to the mobile-friendly 9:16 for Youtube Short and the numerous 6 or 15-second edits for media purposes.
Episode 1 - Má Hường trị ba gai
Episode 2 - Má Hường xử đẹp trai làng
Episode 3 - Em Ba Khía thu phục cà khịa
16M
views during campaign
2.43%
uplift in brand awareness compare to last year.
This result was also best-in-class among other competitors in the CPG market in 2022
60%
of 10M target audience reached
The Results