The integrated push, created by Ogilvy & Mather Vietnam, aims to strengthen Coke’s affiliation with the country’s biggest annual festival, just as the drinks giant has done with other cultural celebrations such as Chinese New Year and Christmas.
Coke tends to dominate the soft drinks category during Tet, competing with rival Pepsi, and the giant is looking to strengthen its grip on the market using the brand icon the ‘Tet swallow’ in its advertising. A TV spot follows a flock of animated golden swallows that dart around a Vietnamese city, spreading E sense of togetherness.
The TV commercial is supported by on-pack promotions, print, point-of-sale and out-of-home, including billboards and special displays such as red branded street lighting along Dong Khoi, Ho Chi Minh City’s most fashionable street, where luxury brands Louis Vuitton and Gucci are located.
Alex Clegg, planning director at Ogilvy, explained: “All Vietnamese people celebrate Tet and Coke wants to play its part in this celebration. The idea behind the ad is that wherever there is a Vietnamese family celebrating Tet, Coke’s golden swallows will come and make it more magical, and strengthen the ‘union’ every family celebrates at Tet.”