PepsiCo marks C.C. Lemon’s Vietnam launch with aggressive mktg push
Suntory PepsiCo Beverages Vietnam has launched Japanese brand, C.C. Lemon, in Vietnam with communications created by BBDO Vietnam. The new 60-second commercial focusses on the ‘lively’ and healthy feeling that is in sync with the beverage’s positioning, which claims to be high in Vitamin C. This is illustrated through communications adopting the ‘musical’ genre, which evokes the uplifting physical and emotional effects that one receives when refreshed with lemon and Vitamin C.
“We really liked how BBDO approached the launch and their campaign idea. We’ve had a great time working with their team, and strongly believe C.C. Lemon will be a big hit in the Vietnam market,” said Mario Suzuki, Marketing Director Suntory Brands of Suntory PepsiCo Beverages Vietnam.
David Smail, Chairman and Executive Creative Director of BBDO Vietnam added, “When we were thinking bright yellow and liveliness, it just made sense to go with a big Broadway musical number. It’s fun, eye-catching and certainly ‘lively’.”
BBDO Vietnam has been working on the C.C. Lemon launch strategy for Vietnam since July 2013, and won the assignment for the communications last November, in a three-way pitch.
The campaign is just the beginning of C.C. Lemon’s foray into the market, which is also supported by street posters, outdoor, digital and activation.
Credits
Client: Suntory PepsiCo Vietnam Beverages
Agency: BBDO Vietnam
Production House: Triton
Director: Tenn
