HANOI, VIETNAM — For generations, Tet has been a time for homecoming, reunion, and celebration. But in the digital age, the essence of togetherness often gets lost in the scroll. Enter Mirinda’s latest Tet campaign Vui tụ Tết, Kết tình thân (Playful Tet Gatherings That Bond Families Together). The vibrant and purposeful activation that redefines playfulness as the bridge between generations was led by Dentsu Creative Vietnam.
Long synonymous with humor and youthful energy, Mirinda had become a brand largely associated with teenagers. The challenge was now to evolve its identity and resonate with young adults – those who have grown up with the brand but now seek a deeper meaning in play. Rather than limiting playfulness to games and entertainment, Mirinda’s new vision turns it into a catalyst for real-world connections, unlocking life’s joyful possibilities.
Dentsu Creative Vietnam took a deep dive into Southern Vietnam’s cultural heartbeat – particularly the Mekong Delta, where Mirinda holds a cherished spot in local traditions. Insights revealed a striking truth: while young people still return home for Tet, many remain absorbed in their digital lives, leading to a growing disconnect across generations. Yet, playfulness remains a fundamental part of Vietnamese culture as laughter, shared moments, and traditions create lasting memories. Mirinda seized this opportunity to transform Tet from just another holiday into a season of meaningful interactions.
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.”
