Pepsi Vietnam Tet 2018: The Digital Dragon Dance

Pepsi, a carbonated drinks brand, was able to engage its 15- to 24-year-old target audience in Vietnam with a mobile-friendly campaign.

Campaign details

Brand: Suntory Pepsico Vietnam Beverage Lead Agency: Happiness Saigon Region: APAC

Strategy

Objective

Tet (the Vietnamese Lunar New Year) is Vietnam's most celebrated seasonal festival. Similar to Christmas in western societies, it is the prime time to boost sales and build love for brands. There is fierce competition with both brands and agencies.