Presentation By Group 6

COCACOLA
Creative strategy development & execution
Target Market
VIETNAM’S BEVERAGE MARKET KEY MARKET TRENDS COCA-COLA’S MARKET POSITION

RAPID GROWTH 4.658 BILLION LITERS HEALTH-FOCUSED DRINKS MARKET LEADER

(+4.8% YoY) | in 2024 | revenue
CAGR 13.05% (2023-2027) $8.78B Growing demand for low-sugar, natural
beverages (e.g., Pepsi Black). 45% share in carbonated drinks

15%
DIVERSE PRODUCTS
20%+
Mineral water, tea, ... natural beverages NATURAL BOOM DIVERSIFICATION
YoY growth in sugar-
70% prefer natural ingredient juice consumption growth (MOIT) Coca-Cola Zero, Fanta, Sprite, free drinks

60% willing to pay more for health-focused options SUSTAINABILITY | Eco-friendly packaging
STRONG PRESENCE

EXPANSION 40%+ online sales growth aims to recycle 100% of packaging by 2030
ShopeeFood, GrabFood
dominance

Maintained a strong position in the Vietnamese market through To sustain its success, Coca-Cola must continue investing in
aggressive marketing strategies, product diversification, and healthier product options
adaptation to consumer trends. sustainability initiatives
to meet the increasing demands of Vietnamese consumers.

The brand DNA

USP POD (Points of Difference) POP (Points of Parity)
Coca-Cola delivers a refreshing taste and Emotional Bond: family, Festive moments, ... Refreshment: Competes with Pepsi, Mirinda.
builds strong emotional connections. Its Iconic Brand: Global leader, locally adapted in Variety: Original, Light, Zero Sugar.
iconic design and global campaigns make Viet Nam Global Campaigns: Strong marketing
it A symbol of happiness and togetherness. Unique Taste: Irreplaceable in cola presence.
Target Audience
Demographics

Age: 20–45 years old

Gender: Balanced, focus on families
Location: Major cities & Tết return hubs
Income: Low to upper-middle (≥10M VND/month)
Occupation: Students, office workers, entrepreneurs

Psychographics

Family-first: Cherish traditions, bonding Tết 2023 Campaign: "Tết Dẫu Đổi Thay, Diệu Kỳ Vẫn Ở Đây"
Joy-seekers: Love festive & social experiences

Behavior Key Message: "Tết Dẫu Đổi Thay, Diệu Kỳ Vẫn Ở Đây"
Buying habits: Supermarkets, stores, special occasions Highlights the contrast between change and tradition. While Tết customs evolve—
Engagement: Seasonal, charity campaigns, digital from traditional family gatherings to modern celebrations like travel and digital
interactions connections—the core values of reunion, love, and togetherness remain. Coca-Cola
continues to be present in every cherished Tết moment, symbolizing connection.
Consumer Truth: Purchase driven by emotional
connections & togetherness.
Motivation: Seek products that enrich family
Tết 2024 Campaign: "Gắn Kết Làm Nên Tết Diệu Kỳ"
moments & cultural values.
Tension: Love Coca-Cola’s heritage, but health &
sustainability concerns cause hesitation. Key Message: "Tết Dẫu Đổi Thay, Diệu Kỳ Vẫn Ở Đây"
Highlights the contrast between change and tradition. While Tết customs evolve—
Insight from traditional family gatherings to modern celebrations like travel and digital
“Coca-Cola is more than just a drink—it’s a symbol of family, joy, connections—the core values of reunion, love, and togetherness remain. Coca-Cola
and tradition, especially during Tết and special celebrations”. continues to be present in every cherished Tết moment, symbolizing connection.
Key Tactics ADVERTISING

TVC “Tết dẫu đổi thay, diệu kỳ vẫn ở đây” (2023) TVC “Gắn kết làm nên Tết diệu kỳ” (2024) CocaCola Foodmark (2024)
Emphasize the unchanging tradition of family Modern twist: A granddaughter bonds with her grandfather
Digital ad campaign (masthead & in-app ads)
meals despite life’s changes over 20 years through gaming.
targeting food seekers.
Adapted into 30s, 15s, and 6s versions for both Reinforces family togetherness with an intergenerational
online and offline platforms. touch. After launching in VN

20M+ 8.6M+ +27% In-store sales

+11% post-launch.
Delivery growth
YouTube views YouTube views

(by Jan 2023) (by Feb 2024)

DIRECT MARKETING

2024 - Gắn kết làm nên Tết diệu kỳ “Giai điệu bừng hứng khởi – Ahhh cùng Coca-Cola –
Limited Coca-Cola Wave Ahhh Đúng Nốt, Hốt Quà Cool”
Engaged with consumers by offering personalized cans
featuring 100 unique New Year wishes such as "Thăng Organized minigames on its official fanpage, Customer Data Collection & Analysis:
tiến," "Sum vầy," and "Bình an." encouraging fans to participate for rewards like Track and aggregate real-time customer data
In-store activations at supermarkets and retail Lightsticks and Sticker sets. (age, gender, interests, gaming behavior, ...)
locations allowed customers to sample Coca-Cola
This approach enabled direct customer Enabled customer segmentation for more
products. personalized re-engagement.
engagement via social media, fostering
Directly interacted with beneficiaries at "Chợ Tết 0
interaction and brand connection. Direct Messaging via Zalo OA: Sent personalized
đồng," distributing essential items and creating
messages about promotions, rewards, and upcoming
memorable experiences during the festive season.
activities.
 Key Tactics PUBLIC RELATION

2023 - Tết
2023 Tếtdẫu
dẫuđổi
đổithay, diệu
thay, kỳkỳ
diệu vẫn ở đây
vẫn ở đây 2023
2023 - Tết dẫu đổi-thay,
River Tales
diệu kỳ vẫn ở đây 2023--Collab
2023 Tết dẫu đổi
with thay,Thai
Duyen diệu kỳ vẫn ởUnion
Women's đây
“Chợ Tết 0 đồng” in Hà Tĩnh, Hà Nội, HCMC, and Bình Dương Released a short film titled “River Tales” to celebrate one Coca-Cola Beverages Vietnam Ltd. and the Duyen Thai
--> Vouchers for needy families to buy necessities year of partnership with The Ocean Cleanup in deploying Women's Union trained women in e-commerce for
Donates 15,000 VND / interaction to the Red Cross’ Tết Fund the Interceptor cleaning system on the Cần Thơ River. traditional lacquerware

2023 - Tết
"Chai dẫu
nhựa táiđổi thay,
sinh, diệu
hành trìnhkỳtiếp
vẫn ở đây
nối" 2023 - Tết
2024 dẫukết
- Gắn đổilàm
thay,
nêndiệu kỳ vẫn
Tết diệu kỳ ở đây
The "Chợ Tết 0 Đồng" provides 600,000 VND vouchers to
Pledges to recycle 100% of its sold bottles and cans by disadvantaged families in HCM City, Hanoi, Long An, and
2030 and use 50% recycled materials in packaging Da Nang.
Partnering with BOTOL, Coca Cola installs collection “Điểm Chung Gắn Kết - Chúc Tết Diệu Kỳ”, 15,000 VND
machines in Ho Chi Minh City for recycling. donation / wish to the Red Cross’s Tết Nhân Ái Fund
The "Plastic Bottle Collection" initiative collected 245,667
bottles/cans --> over 3.68 billion VND for the fund.
Donated 3 billion VND to the Ho Chi Minh City Youth Union
to support underprivileged youth.
The “Bàn Tiệc Tết Diệu Kỳ” event for Tết Giáp Thìn 2024 -
over 1,000 families and guests
 Key Tactics
SALES PROMOTION

"Siêu Hè Hứng Khởi" Promotion 2023 Giai điệu bừng hứng khởi – Ahhh cùng Coca-Cola "Siêu Mùa Hè Hứng Khởi" Promotion 2024
– Ahhh Đúng Nốt, Hốt Quà Cool
Customers who purchased Coca-Cola, Sprite, Fanta, Customers buying Coca-Cola, Sprite, Fanta, Aquarius, Fuze
Coca-Cola’s gamification campaign on Zalo Mini App let
Nutriboost, Fuzetea+, or Minute Maid Splash & Teppy with Tea, or Nutriboost from partner brands like Burger King,
customers play a rhythm-based game using codes from
promotional labels received a reward code under the bottle Texas Chicken, and Domino’s Pizza received a unique code.
promotional bottles. Rewards included e-vouchers, ZaloPay
cap or can tab. These codes allowed participants to enter a These codes allowed entry into a lucky draw for prizes like an
cash, and top prizes like a MacBook Air, JBL speakers, and
lucky draw for various exciting prizes.
HayFest tickets. iPhone 16, a trip to South Korea, and other exclusive gifts.

Promotion with GO! Supermarkets “Tích điểm hứng khởi” 2024

Customers buying Coca-Cola, Sprite, or Fanta in promotional

Coca-Cola collaborated with the Big C/GO! supermarket chain to plastic bottles or cans receive a code under the cap or tab. This
launch a nationwide promotion, offering exclusive discounts and gifts code can be used to earn points and redeem e-vouchers for
for shoppers purchasing Coca-Cola products at these stores. McDonald's, GrabFood, BE, GoFood, or cash via ZaloPay.
Creativity of the big idea and messages execution

Divergence
Tết Dẫu Đổi Thay, Diệu Kỳ Vẫn Ở Đây Chai nhựa tái sinh, hành trình tiếp nối
Aiming at environmental protection, raising
Exploit the establishment between
awareness about recycling PET plastic
the change and the constant value
bottles after use.
of Vietnamese Tet.
Cooperating with strategic partners such as
Use argument structure to make the
Duy Tan Recycled Plastic and applying VECA
sentence easy to remember,
technology to collect scrap.
emotional tension.
Encouraging community participation,
Emphasize Coca-Cola always
especially the younger generation, in sorting
appears in the moment of release.
and recycling used bottles and cans.

Gắn Kết Làm Nên Tết Diệu Kỳ Giai điệu bừng hứng khởi – Ahhh cùng Coca-Cola –
Not stopping at "reunion", Coca- Ahhh Đúng Nốt
Cola emphasizes proactively
[Novelty in sales promotion] Applying
connecting between generations.
Gamification Marketing through two-
Reflecting the generation gap in
way interactive games on Zalo Mini App.
today's families, making the
campaign more realistic and
relatable.

Coca-Cola focuses on changes in modern lifestyles, promoting family

CONCLUSION: values ​and encouraging connected actions.
Pepsi emphasizes youthful spirit, energy and entertainment through
music and KOLs.
 Creativity of the big idea and messages execution

Relevance
PR Tết 2023 – Chợ Tết 0 Đồng TVC Tết 2024: "Gắn Kết Làm Nên Tết Diệu Kỳ"
- Insight: Tết evolves, but the spirit of sharing remains - Insight: Young people celebrate Tết in their own
essential. way but still cherish family reunion values.
- Relevance: "Chợ Tết 0 Đồng" reflects the spirit of - Relevance: Reflects the modern transformation of
supporting the less fortunate, aligning with Vietnamese Tết Tết, balancing
values. Ò Ò tradition and emotions.
- Emotional Connection: The Coca-Cola can
-Emotional Connection: Highlights sharing and community symbolize connection through Tết moments.
support, fostering warmth and unity. - Approach to Insight: Expands the meaning of
- Approach to Insight: Concrete action – Organizing the "reunion" to "connection", addresses generational
Zero-Cost Tết Market to help those in need. gaps, and encourages action.

Sales Promotion: "Tích điểm hứng khởi" Gamification – “Giai điệu bừng hứng khởi”
- Insight: Young consumers enjoy direct rewards when - Insight: Young consumers love interactive
purchasing beverages. experiences through gaming, music, and
- Relevance: Integrated with McDonald's, GrabFood, BE, technology.
GoFood, enhancing convenience. - Relevance: Coca-Cola connects with youth
- Emotional Connection: Creates excitement through Ò experiences.
through digital
instant rewards for point collection, strengthening brand - Emotional Connection: Music + gamification
engagement. creates a dynamic and youthful engagement.
- Approach to Insight: Utilizes everyday purchasing - Approach to Insight: Leverages gamification,
behavior, offering attractive redemption options. encouraging users to play and win rewards.
Creativity of the big idea and messages execution

Novelty
Advertising (ATL) PR (BTL)
TVC 2023: Traditional family theme, 20-year "Chợ Tết 0 Đồng": Expanded reach, but lacks
journey narrative—creative but not new. innovation.
TVC 2024: Connects generations through "Điểm Chung Gắn Kết - Chúc Tết Diệu Kỳ": Uses
gaming—modern, fresh, yet reinforces family online sharing to drive real-world impact.
bonding. "Plastic Bottle Collection" & "Chai Nhựa Tái Sinh":
Stand out by integrating Tết with sustainability.
Direct Marketing
Sales Promotion
Personalized Tết cans: Emotional but widely
adopted. "Siêu Hè Hứng Khởi": Repeats past formats,
"Chợ Tết 0 Đồng" experience: Engaging yet minimal changes.
not groundbreaking. "Trao Tâm Ý, Gắn Kết Tết Diệu Kỳ": Gold cap hunt -
high engagement, creative highlight.
"Tích điểm hứng khởi": Uses e-wallets & food
CSR & Sustainability
delivery, but remains a standard loyalty program.
"River Tales" & The Ocean Cleanup (2023):
Not new, but short film adds emotional depth.
E-commerce training for women (2024):
CONCLUSION: Key innovations: TVC 2024, gold cap hunt,
and e-commerce training for women. However, many
More innovative—combining digital skills &
initiatives remain variations of familiar models.
cultural preservation.
Strategic fit

Big Idea/Insight vs Target Audience

Tet Quy Mao 2023 Tet Giap Thin 2024 “Giai điệu bừng hứng khởi – Ahhh cùng
Insight: Modern life makes Tết feel different, Insight: Generational gaps, physical Coca-Cola – Ahhh Đúng Nốt, Hốt Quà Cool”
but the tradition of gathering around a family distance, and busy schedules create Insight: Young customers often experience
meal remains deeply cherished by invisible barriers, making people unaware of fatigue and lack of energy in the afternoon,
Vietnamese people. Despite changes, the the unexpected commonalities they share especially in stressful work or study
spiritual value of Tết meals endures. with loved ones. environments. They seek short, engaging
Big Idea: Tết dẫu đổi thay, diệu kỳ vẫn ở đây Big Idea: Gắn kết làm nên Tết diệu kỳ entertainment activities to recharge their
energy and spirit.

--> The link between Insight and Big Idea is strong. --> The connection between Insight and Big Idea is --> By combining gamification with music – a popular
Insight highlights how modern life alters Tết traditions, logical but could be sharper. While the Big Idea interest among young people – Coca-Cola not only
yet family gatherings remain sacred. The Big Idea emphasizes the outcome (Gắn Kết), it lacks a clear meets the need for instant entertainment but also
reinforces this by emphasizing that, regardless of transition from disconnection to reconnection. creates a unique interactive experience that helps
change, Tết’s magic—togetherness—remains intact. The Strengthening this transformation would enhance customers relieve stress in a short time. The campaign's
message resonates well with the audience, particularly impact. The message aligns well with young people and digital platform implementation, along with a reward
those navigating the tension between modernity and those living far from home, but it could delve deeper into mechanism, stimulates participation and natural
tradition. how they can actively bridge these gaps. sharing behavior, contributing to the campaign's
widespread reach.
Strategic fit

Big Idea vs Branding Issues

Brand Positioning & Competitor Comparison Addressing Brand Saturation Addressing Sustainability Concerns
2023 Campaign: Highlights the unchanging core "Chai nhựa tái sinh, hành trình tiếp nối" & BOTOL
Strong cultural presence during Tết, reinforcing
values of Tết amid evolving traditions. partnership: Turns sustainability into a tangible,
Coca-Cola as a symbol of family and togetherness.
2024 Campaign: Uses gaming & tech to modernize action-driven initiative.
Competitive advantage over Pepsi by maintaining
the "togetherness" theme and bridge Plastic collection & donation programs: Involve
an emotional, tradition-focused brand identity.
generational gaps. consumers, making eco-friendly actions more
⚠ Challenge: Needs to balance tradition with innovation
⚠ Limitation: Lacks breakthrough innovation; could engaging.
to sustain relevance with younger audiences.
explore health-conscious trends or new engagement ⚠ Future opportunity: Stronger integration of recycled
formats to appeal more to Gen Z. packaging & communication to shift brand perception.

STRENGTHS OPPORTUNITIES FOR GROWTH

KEY TAKEAWAY Coca-Cola cements its role as the drink of More breakthrough innovation to attract younger
family and togetherness, maintaining a audiences beyond tradition-focused storytelling.
competitive edge over Pepsi during Tết. Stronger alignment with health-conscious
Modern storytelling (gaming, technology)
trends to stay relevant in an evolving market.
keeps the brand relatable while honoring
tradition. Greater emphasis on sustainability efforts in
Recycling initiatives and consumer mainstream campaigns to reshape brand
engagement improve eco-credibility. perception.
 Strategic fit

The alignment between the campaign and

communication objectives
Awareness
1. Success indicators:
High TVC viewership:
- Tết dẫu đổi thay, diệu kỳ vẫn ở đây (2023) reached 20 million YouTube views.
- Gắn kết làm nên Tết diệu kỳ (2024) : 8.6 million vijustz/ three months. Engagement
Multi-platform presence: Widespread exposed on YouTube, Facebook, and Coca-
Cola’s website (30s, 15s, and 6s )
2. Limitation: Repetitive theme of family meals → predictable, reducing audience 1. Success indicators:
excitement High consumer interaction through community-driven initiatives
- "Chợ Tết 0 Đồng": Consumers engaged in the “Điểm Chung Gắn Kết - Chúc Tết
Diệu Kỳ” ccampaign+ donations for the Vietnam Red Cross.
- “Bàn Tiệc Tết Diệu Kỳ”: over 1,000 families, enhancing real-life brand experience.
- Plastic bottle collection initiative (2024): 245,667 bottles/cans collected, raising
over 3.68 billion VND for charity.
Sales
1. Success indicators: Personalized consumer experiences
Promotional campaigns effectively boost sales: “Tích điểm hứng khởi” (2024): - Personalized Packaging: Featuring 100 unique New Year wishes on Coca-Cola
Encouraged repeat purchases through point collection and redeemable rewards cans → emotional connections with consumers.
(McDonald's, GrabFood e-vouchers). - Product Sampling & In-store activations
Strong retail partnerships 2. Limitations:
- Collaborations with major supermarkets (Big C, GO!) → product visibility during peak
Lack of specific data on online engagement metrics
shopping seasons.
Skepticism around sustainability claims
- Distribution through F&B chains (Burger King, Domino’s Pizza) → reach to younger
consumers.
2. Limitations:
Limited product innovation, as Coca-Cola mostly focuses on packaging customization
rather than introducing new flavors or formats.
 Coherent messages execution
across tools and media channels
Tết 2023 Tết 2024 CocaCola Foodmark

TVC: 60s ad showing 20+ years of Tết, TVC: 30s ad showing how family TVC: Ads showcasing local eateries as
highlighting unchanging family traditions. connections create a truly magical Tết. must-visit destinations, emphasizing the
perfect pairing of food and Coca-Cola.
Social Media: Social Media:
QR code activity for personalized Tết "Điểm chung gắn kết - Chúc Tết diệu Social Media: Engaging content on
cards kỳ": users creating and sharing unique Facebook, Instagram, and TikTok
15,000 VND donation to the Vietnam New Year wishes featuring videos, food stories, and
Red Cross’s "Quỹ Tết Nhân Ái". Raising 804 million VND for charity consumer experiences.
PR: "Chợ Tết 0 đồng" provided financial PR: "Chợ Tết 0 đồng" provided financial PR: Partnerships with chefs and
aid to underprivileged families. aid to underprivileged families. influencers to elevate street food culture.

A cohesive and emotionally engaging Successfully combined digital engagement, Consistent messaging across platforms,
KEY IMC campaign, effectively blending charity initiatives, and traditional storytelling celebrating local culinary heritage while
TAKE- storytelling, digital interaction, and to reinforce the message of family positioning Coca-Cola as an integral part
AWAY community-driven initiatives. connection and togetherness. of the dining experience.
 Coherent messages execution
across tools and media channels
TVC & DIGITAL VIDEO EXPERIENTIAL MARKETING DIGITAL & RETAIL

Magical Tet Banquet (2024): 1,000 Foodmark Campaign: Digital ads

families, reinforcing reunion theme.
Timeless Tet Street Activation: +27% → in-store sales
Traditional Tet experiences in HCMC. +11% → delivery orders
TVC 2023: “Tết dẫu đổi thay, diệu kỳ vẫn ở đây” – Gamification:
20M YouTube views, family meals theme Custom Tet cans
PR & EARNED MEDIA
Mobile game engagement
Zalo OA marketing
Featured on

OVERALL IMC EFFECTIVENESS

TVC 2024: “Gắn kết làm nên Tết diệu kỳ” – 8.6M —amplified TVC & event messaging.
YouTube views, gaming bond, modern family twist
✅ Strong synergy across TVC,
social, experiential, PR & CSR.
CSR INITIATIVES
SOCIAL MEDIA
Opportunities:
Stronger UGC push
Shopping vouchers for underprivileged families.
More interactive digital
Plastic Collection Program & Red Cross activations (e.g., AR,
Connected TVC with offline events but lacked
Fund: Sustainability & charity impact. personalization).
strong UGC activation.
 IMC Group 6

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