Vinamilk taps baby bond

Titled ‘Tinh yeu cua me’ (‘Mother’s love’), the campaign is an attempt to break away from the category clichés showing milk’s functional benefits.

A number of 45- and 30-second TV spots celebrate the emotional connection between mother and child, and show how Dielac can help a child grow as one part of a mother’s love for her baby.

Further 15-second spots extend the branding message, then focus on a specific product benefit. They are shot in black and white to give the brand a premium, international feel.

In combination, product-focused executions are running on consecutive pages in newspaper and magazines to build the message.

“Ever since TBWA launched in Vietnam, I knew selling our Disruption mantra was going to be difficult,” said Juliana Nguyen, managing director of TBWA\Vietnam.

“This isn’t the most disruptive work we’ve ever done, but it’s great to see a Vietnamese client who’s willing to take a calculated risk with creative work. Local players have a tough time competing with international brands which are believed to be of a higher quality. To compete, to stand out, local brands need international quality communications.”

The campaign aims to boost Dielac’s image in its category tussle with international rival Dutch Lady. Vinamilk has used a variety of agencies, such as Lowe, which has handled the company’s fresh milk brands.
However, the ‘Mother’s love’ assignment marks TBWA’s first as Vinamilk’s retained creative agency.