PEPSI BREAKS RECORDS IN VIETNAM WITH LAUNCH OF NEW BRAND CLAIM

There are certain points in life when young people just must make a decision; Do I go all in to follow my passion? Or do I settle for what's expected, and safe? 

For Pepsi, the answer is crystal clear: Go all in, and follow your passion.

Pepsi introduces its new brand belief with the launch of For The Love of It in Vietnam. To spread the message to the mass audience, Pepsi brought on board the youth icon of Vietnam: Son Tung M-TP.

Son Tung M-TP is a mega star in Vietnam, he rose to fame for his charismatic stage presence and unique music artistry. His success is the result of resilience in life and towards his ultimate passion; making music.

A script was written based on his inspiring anecdotes of life, Happiness Saigon brought the story to life by turning it into a short digital film. Pepsi, Happiness Saigon, and ClubHouse Vietnam made sure the authenticity and emotions were well-delivered throughout the video.

The video launched on the 18th of May was an instant success! It received massive attention not only from his fanbase but also from the general public. Pepsi’s launch video gathered 9.5 million views in 24 hours, land 17.7 million views to date landing on the number 3 spot on the Trending list worldwide. The film also broke the record of the most-viewed masthead in one day in Vietnam... 

The launch of the online short film is just the beginning of the wide-scale campaign from Pepsi to kick off their new brand platform ‘For the love of it’. In the near future, Pepsi and Happiness Saigon are planning to release more exciting projects in order to strengthen Pepsi’s position in the market and to reinforce the new brand platform. 

 

Credits:
Pepsi / SPVB Vietnam
Vice President Marketing: Toàn Nguyễn
Senior Marketing Director: Trang Nguyễn
Brand manager: Hưng Nguyễn
Assistant Brand Manager: Linh Quach

Creative Agency: Happiness Saigon
Script provider: BBDO
Media Agency: Mindshare
Production House: Clubhouse