Leo Burnett M&T Vietnam managing director Phil McDonald said the key strategy was to reinforce the iconic value of M&Ms and the fact that the brand is from the United States.
With the brand tagline 'Chuyen Nho?' (So What?), the campaign aims to convince teenagers that it's cool to have confidence. There are plans for five-second TV commercials designed to tap into teen partying in Vietnam.
"Anything you can do that gives teenagers access to what it's like to be outside of Vietnam, global things, trends or fashions, and it's fun, then they latch onto it," he said. "So any brand that can tap into that will have an advantage."