3. Brand Background
- Established in 1968, 1st soluble coffee brand in Vietnam
- Market Share: Biggest in South but just the runner-up in North
- Brand Image: Old-fashioned, Stand-still, Out-of-date
Campaign Objectives
- Rejuvenate brand image, leverage the strength of the
brand’s authenticity and turn it into a heritage brand
- Defend current users (more mature Vietnamese coffee lovers)
- Appeal to younger consumers
4. Target Audience
Age: 31 – 45
Coffee lovers
Daily drinkers
Traditional
Current Users
Age: 22 – 30
Young
Coffee drinkers
Future Users
Common points:
have a certain interests level for coffee and own a deep within pride for Vietnam and national values
5. Big Idea
True Value - True Experience
Communication Message
Vinacafe represents a Heritage brand that can give you true experience of coffee,
reflects true experience of life value
6. Platform On-ground Activation PR Digital Media
Role Build trial
Create awareness
Build awareness + brand
image as “Heritage”
Brand
- Spread out + Engage
consumers with the
spirit of brand
- Bring the brand closer
to youth
Raise awareness
Inspire + trigger trial
Message Vinacafe – Heritage brings you
true coffee experience
Vinacafe is the heritage
brand that represents
true values, true
experiences
Vinacafe – Heritage is
something daily, usual,
familiar and emotionally
attached with everyone,
including youth
Vinacafe – Timeless Tase,
Heritage Tase
Activities Sampling booth Print/Online, Music video Microsite, Fanpage, Social
Seedings, Photo Contest
TVC, Print Ads
Key hook Sampling Social Debates Photo Contest TVC
Tactical Execution Highly invested in designing
booth/materials/uniform…
brings about the “heritage”
looks & feels for consumers
Tell the heritage story through
deliverable materials
Raise national pride
amongst communication
target through series of
Japanese friend’s letter
Endorsed KOLs to
clarify and gently insert
role of heritage brand like
Vinacafe
Create a trend using black
& white photo.
Partnership with VNPhoto
Forum
Microsite & Fanpage as a
hub to showcase all
photos
Using a true people-true
story, under a skillfully art
way, showcase the
essence of timeless taste
of Vinacafe
CAMPAIGN EXECUTION
9. On-ground Activation of Vinacafe is such a great example for high standard of Sampling. It breaks the prejudice for
sampling as an cheap and not premium way to showcase brand image. Besides letting consumers try the product,
Vinacafe has also offer materials that can tell the brand story, the Heritage story.
PR has raised a big wave amongst society. However, it seems that the big buzz from the beginning cannot sustain long.
The following PR outcomes, when the brand insertion is clear cannot create big impact.
The song should be a good food for PR, since it can be generated in different versions to represent patriotism of youth.
However, the rhythm is not catchy and viral enough. The song’s meaningful message cannot help to make it spread out
enough.
Black & White Photo Contest is a wonderful method to spread out the spirit of the brand. However, the final phase of the
contest is a little bit quiet. Should have been highly invested to create a huge exhibition in city scale to make it more
impactful.
TVC is well-known and appreciated, but the message taken away most is “thong tha thoi” which is not relevant with the
whole campaign
