HOW VINAMILK NUTRITIOUS MILK
CRACKED THE CODE OF LOCAL CONNECTION?
Vinamilk Nutritious Milk (abbreviated as “VM”),the heritage brand of Vinamilk, is the leading player in the Liquid Milk market with a solid value-for-money, candid, witty image. However, having an age-old presence comes with a challenge: stagnant sales and share growth.
Our hyper-localized strategy focuses on the “3 Rights”:
RIGHT MESSAGE, RIGHT INFLUENCER, and RIGHT MOMENT.
To make VM’s an everyday association, the brand must ride on these moms’ daily “languages”:
TikTok videos, reality-show materials and purchasing terms that highlight good bargains and efficiency.
Inspired by the Southern Vietnamese proverb “1 vốn 4 lời” (1 investment, 4 profits),
VM infuses their “value for money” proposition (nutritious, tasty, versatile, good price) into
a catchy “all in one” message: “1 chốt 4 hời” (1 shot, 4 benefits).
This strategic use of local purchasing language resonates deeply with the target audience.
