Developed by Leo Burnett, the campaign includes TV, print, ambient, POS and PR - and attempts to reflect the changing attitudes of the youth target market.
"Vietnamese youth today are increasingly more image conscious; self expression is more important and evident today than two years ago," said Leo Burnett M&T Vietnam managing director Kurt Viertel. "YoMost is already a popular nutritious beverage among this target; more importantly, the brand embodies a spirit of independence, celebration and fun."
Accordingly, the campaign theme is 'Wear it everywhere. Take Yo with you', with the TVC depicting teenagers in a funky, music video-style approach.
"We understood that the previous product format limited (youth) consumption," said Dutch Lady marketing director Xie Li. "They wanted to make a cooler statement; packaging innovation has allowed them to do this."
Outdoor executions include YoMost bottles displayed alongside mannequins in fashion malls. With 60 per cent of Vietnam's population under the age of 30, the agency also noted that a 'look good' mentality is starting to permeate local culture.
Dutch Lady eyes Vietnam's youth in YoMost splash
Dutch Lady has unveiled a three-month long blitz to promote new bottle packaging for yogurt drink YoMost.