Print work supports a commercial, shot on Thailand's Koh Tao by Star Films, in which a man is lured into the sea by mermaids drinking La Vie. The spot will run until the end of the year. Maxus handled media planning and buying.
"La Vie is a mass market brand for all ages, but we have narrowed the target and positioned the brand as more urban and premium," said Alex Clegg, planning director of Ogilvy Vietnam. "La Vie is the first brand in its category to talk about the functional benefits of healthy, hydrated skin. It already has strong brand equity, and we wanted to maintain its leadership position. Competition is heating up as international players enter the market."
