That's the strategy Suntory PepsiCo and BBDO Vietnam have adopted to introduce Vitamin-C-laden beverage C.C. Lemon to Vietnam. And we have to admit it works; we defy you to find the 60-second TVC anything besides infectious and charming.
For the record, an agency spokesperson informs us that the product name appears in the song lyrics a mere 20 times through the 60-second ad, plus once in the voiceover. A 30-second version is also airing.
“When we were thinking bright yellow and liveliness, it just made sense to go with a big Broadway musical number," said David Smail, the agency's chairman and executive creative director. "It’s fun, eye-catching and certainly ‘lively’.”
BBDO Vietnam started work on the product's launch strategy in July last year after winning the work in a three-way pitch. The agency promises that the campaign, supported by street posters, outdoor, digital and activation, "is just the beginning of C.C. Lemon’s foray into the market".
Agency: BBDO Vietnam
Production House: Triton