CÓ MIRINDA, CƠM NHÀ MÃI ĐỈNH

Nowadays, People are eager to review and watch thousand reviews of restaurants and food outlets, while they forget the best no-branch meal is right at their own dining table at home, with a unique and unforgettable taste by Mom.
Mirinda identified a valuable opportunity to align with the in-home meal occasion. Despite the imperfections in the meal, the unique flavors, reminiscent of Mom’s love and the joy of family gatherings, create a special moment.

In the current GenZ trend of reviewing and sharing food experiences on platforms like TikTok, the focus has shifted away from the traditional home-cooked family meal.
Mirinda’s “Cơm Nhà Mãi Đỉnh” campaign encourages young people to cherish family meals at home. It emphasizes the sentimental value of imperfect but meaningful dishes that remind them of their mother’s love and the joy of gathering. Through digital postcards activities, the campaign strengthens family bonds and inspires creative expression.

CAMPAIGN SUCCESS METRICS

Shortlisted for the BSI Award 2024 with The Best Use of Content Creativity, the campaign’s success is a testament to its innovative approach and strong brand impact. It resonated strongly with Gen Z and Millennials, earning high scores for Creative Sales and Brand Impact. Mirinda became a TikTok trendsetter for family meals, further boosting its relevance. This balanced approach led to a significant sales increase in Q4 2023, reversing a year-long decline.