Brief Explanation

The non alcoholic beverage market in Vietnam is a highly competitive space. There are big players, like Coke and Pepsi, spending multimillion dollar advertising spends had created a lot of dazzle around the consumer. We were an unknown brand and wanted to launch a new product for young people called Vfresh 'Cam Sua', which is a combination of REAL juice and milk. The problem was that Vietnamese youth believes that milk is for kids and juice for old people. We spoke with honesty, which became a refreshing change to the category norm.