Over 90% of surveyed participants said that Tết-related campaigns influence their affinity towards a brand.

Pepsi took a lighthearted approach to tell millennials that Tết’s true meaning remains about family and connection.

Over 85% associate Tết advertisements with their purchase decisions.

More than half of Vietnam’s population is younger than 35.

Traditional Tết advertising tends to be sappy (sentimental) and emotional.

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Pepsi’s YouTube creative revolved around the idea that families can burst the digital bubble, reconnect with each other, and enjoy the true spirit of Tết.

Pepsi decided to invest in the right channels to make sure the story reached people.

If they think Tết is bland (nhạt) because it “lacks salt” (“thiếu muối,” a popular phrase in Vietnam), they should just “add salt” (“thêm muối đi”).

Compared to previous generations, millennials don’t feel the same nostalgia about Tết. They’ve grown up with a flourishing economy & widespread access to internet. As a result they’re much more immersed in and engaged with the digital world.

Traditional family gatherings are deemed boring to millennials. But for parents and grandparents, youngsters are missing out on the true meaning of Tết—gathering with loved ones—because they’re trapped in a digital “bubble.”

Compared to past campaigns, the brand tried investing more heavily in YouTube to tap into the surge in watch time in Vietnam during Tết, and to see how much it could boost the brand’s reach beyond TV.

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The objective of Pepsi's Tet campaign is