Khi X Cần Y Như Ăn Hải Sản Cần 7Up Chanh

Brand: 7UP

Agency: BBDO Vietnam

Production: Niềm Vui Việt

Published/Aired: June 01,2018

Posted: September 18, 2018


Leveraging on the fact that seafood dishes and lemon-lime go hand-in-hand, 7UP has been focusing their communications on pairing the brand with seafood since 2014. To turn this common behavior into a ritual where consumers would naturally choose 7UP Lemon-Lime to complement their favourite seafood meals, BBDO Vietnam and 7UP devised a summer campaign that delivered a simple and memorable message: “Seafood needs 7UP Lemon-Lime” everywhere and anywhere they would search, order and eat seafood.

The campaign kick-started with a series of quirky un-skippable YouTube bumper ads that reinforced this message, in comparison to other inseparable pairs of objects. The short videos were then combined into one clip and instantly broke the national record by being the #1 most-viewed YouTube Masthead in Vietnam, with almost 5million views in just one day. It also proved to be popular on social media with KOLs generating their own parody content, while consumers even applied the campaign message “…just like seafood needs 7up Lemon-Lime” into their everyday life situations, generating huge online buzz.

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Client :
Advertiser : SuntoryPepsiCo Vietnam
Brand : 7UP
Snr. Vice President Marketing, SuntoryPepsiCo VN : Nguyễn Đình Toàn
Snr. Marketing Director - CSD, Suntory PepsiCo VN : Nguyễn Xuân Linh Trang
Marketing Manager, 7UP : Trần Thị Khánh Vân
Marketing Executive, 7UP : Nguyễn Trương Liêm
Advertising Agency :
Agency : BBDO Vietnam
Managing Director : Giao Phan
Executive Creative Director : Andrew Chu
Creative Director : Nga Nguyen
Associate Creative Director : Hoang Nguyen
Creative Teams : Quoc Lam, Sang Huynh, Thang Nguyen, Binh Vu
Designers : Thanh Nguyen, MyLinh Huynh, Ngoc Nguyen
Planner : Mic Nguyen
Account Director : Quynh Anh Nguyen
Account Manager : Dung Luong
Agency Producer : Vy Nguyen
Media Agency :
Agency : Mindshare Viet Nam
Mindshare Leader : Shankar Rajagopal
Client Lead : Umesh Iyer
Associate Digital Director : Pham Thi Thuy Nga
Associate Planning Director : Vu Hai Anh
Buying Director : Tan Nguyen
Senior Buying Manager : Nga Nguyen
Digital Manager : Ngan Le
Digital Operation : Ngan Doan, Vinh Truong
Planning Executive : Ly Pham
Production :
Production House : Niềm Vui Việt
Director : Việt Cupid
Producer : Kenny Hồ
Project Manager : Tiến Bùi
Post House : Pixel Garden