Mirinda Brings Families Together in Playful Tết Campaign Celebrating Connection

Dentsu Creative Vietnam’s inspirational online-to-offline (O2O) Tet campaign for Suntory PepsiCo’s Mirinda, Vui tụ Tết, Kết tình thân (Playful Tết gatherings that bonds families together). The campaign, placed a refreshing view on festive joy with a deeper purpose.

For years, Mirinda has been synonymous with youthful energy and humour, but over time, it has become perceived as a brand for teenagers, making it challenging to connect with young adults. Mirinda needed to evolve its identity, where being an icon of playfulness is not just about games or entertainment, but about unlocking life’s possibilities, bringing people closer, and spreading joy.

The Tet 2025 campaign serves as a pivotal moment in this transformation, reinforcing Mirinda as a cultural icon of playfulness that brings people together beyond just entertainment.

Tapping into cultural insights from South Vietnam, particularly the Mekong Delta, where Mirinda is a well-loved brand connected to the local community, Dentsu Creative Vietnam uncovered that the magic of Tet has faded for many young people. While they may return home for Tet, they often remain distracted by their digital lives, leading to a disconnect between generations. Yet, in a culture that thrives on togetherness, families connect best through playful activities, a spark that creates laughter, joy, lasting memories, and Mirinda is the catalyst for connection.

The experiential campaign was executed through a dynamic O2O strategy in collaboration with Quang Hùng MasterD, a prominent Vietnamese singer-songwriter, bringing Mirinda’s playful spirit to life across multiple touchpoints:

- A thematic key visual (KV) and television commercial (TVC) aired on OOH and social platforms.

- A series of interactive mini-games on Facebook and an engaging filter on TikTok to enhance digital engagement.

- A first-of-its-kind Playground activation in the Mekong Delta on New Year’s Eve, designed to foster in-person connections.

- A special gifting package to further integrate the campaign into traditional Tet gifting culture.

- Comprehensive in-store activations at leading retail chains such as Go!, Co.opmart, Circle K, and GS25, ensuring high visibility and participation.

The campaign performed beyond expectations across both online and offline channels, delivering digital impressions of 123% and engagement of 145% above planned targets, while in just two days, 45,000 participants visited the playground and brought about 80,000 interactions.

Huynh Thanh Nhan, marketing manager, Mirinda, commented, “At Mirinda, we understand that staying relevant means evolving with our audience, especially on a significant holiday like Tet. With Dentsu Creative Vietnam, we embraced the challenge of redefining playfulness—not just as fun, but as a force that fosters real connections. The team brought this vision to life by turning cultural insights into an engaging, impactful campaign that remains deeply relatable to our consumers. Through this, we hope to inspire families to rediscover the joy of togetherness in a way that feels fresh, meaningful, and true to the spirit of Tet.”

Juan Miguel Abril, senior creative director, Dentsu Creative Vietnam, commented, “Tet is more than just a celebration—it’s a moment of deep emotional connection for families. Our team was passionate about crafting a campaign that not only captures the festive spirit but also resonates with the cultural nuances of the Mekong Delta. By blending creativity with meaningful insights, we’ve transformed playfulness into a bridge that brings generations together, making Tet more joyful and memorable.”

Building on a strong partnership since 2023, Dentsu Creative Vietnam remains dedicated to shaping Mirinda’s evolving brand story. This campaign exemplifies the power of cultural insights and purposeful creativity, reinforcing Mirinda’s role as a catalyst for joy and meaningful connections—not just during Tet, but for generations to come.