The campaign, by Lowe Vietnam, uses TV, print, outdoor, activation and point-of-sale. The commercial features a brand anthem sung by Miss Vietnam, Ngoc Khanh.
Lowe also manufactured a P/S brand mascot — a giant walking smile — in the hope of creating a 'smile craze'.
Meanwhile, a variety of branded portraits, which range from a young child to an elderly worker, run alongside in print.
"The campaign has met with unprecedented consumer reaction, thanks to its ability to connect with the Vietnamese heart in a manner that no brand has done before," said Lowe Vietnam managing director, Sabya-sachi Mishra.
P/S is the category leader in Vietnam. Big on social initiatives, the brand was most recently involved in a nation-wide programme to provide free oral care education and treatment, as well as a campaign to improve children's education.