Using the platform ‘For a growing Vietnam’, Grey Vietnam has created a series of TV commercials in which a Vietnamese child fulfills the role of a successful grown-up. One ad shows an escorted limousine pull up to a red carpet amid a frenzy of flashing cameras. A boy steps out, and is presented with a glass of Milex milk.
Another spot features a construction site on which the child is the architect. Both ads finish with the boy saying: “Success comes to those who have immunity and health.”
The TV work is supported by print, posters and point-of-sale. A website will soon go live. “Every Vietnamese mother’s dreams lie in the dreams of her child,” said Adi Upadhyaya, Grey’s creative director. “While every mother hopes that her child grows up to be a somebody, the Vietnamese mother is peculiar in that she sees her child’s future as a reflection of herself as a mother. Now is also a time of great change in Vietnam.
People are expecting more, and aspiring for more. And there is a tremendous amount of visible growth that one can see all around. It’s a time of optimism, achievement and looking ahead to a brighter tomorrow. Thus was born ‘For a growing Vietnam’.”
Sweden’s Arla Foods revealed plans to enter Vietnam’s dairy market in October 2006, having successfully expanded in China. Vietnam was identified as one of Asia’s most high-growth powdered milk markets, despite heavy local competition in the form of Vietnam’s largest company, Vinamilk.
Head of Arla’s milk powder business Frede Juulsen has said he expects to achieve sales of around US$10.5 million within the first year of launch in Vietnam.
Another spot features a construction site on which the child is the architect. Both ads finish with the boy saying: “Success comes to those who have immunity and health.”
The TV work is supported by print, posters and point-of-sale. A website will soon go live. “Every Vietnamese mother’s dreams lie in the dreams of her child,” said Adi Upadhyaya, Grey’s creative director. “While every mother hopes that her child grows up to be a somebody, the Vietnamese mother is peculiar in that she sees her child’s future as a reflection of herself as a mother. Now is also a time of great change in Vietnam.
People are expecting more, and aspiring for more. And there is a tremendous amount of visible growth that one can see all around. It’s a time of optimism, achievement and looking ahead to a brighter tomorrow. Thus was born ‘For a growing Vietnam’.”
Sweden’s Arla Foods revealed plans to enter Vietnam’s dairy market in October 2006, having successfully expanded in China. Vietnam was identified as one of Asia’s most high-growth powdered milk markets, despite heavy local competition in the form of Vietnam’s largest company, Vinamilk.
Head of Arla’s milk powder business Frede Juulsen has said he expects to achieve sales of around US$10.5 million within the first year of launch in Vietnam.
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