Dairy giant tests new advertising methods.

In July 2023, Vinamilk underwent a large-scale "reorganization," completely changing its brand identity to an image considered younger and more eye-catching. Consumers were initially skeptical about this transformation, as they no longer saw the familiar image of a brand that had grown alongside them.

This move is seen as a turning point, as it comes with many risks; consumers may feel alienated and disconnected from their favorite brand. However, observing Vinamilk's repositioning strategy, specifically the recent youth music festival, the enthusiastic response from 35,000 attendees could be the first step in affirming the brand's spirit: "Bold, determined, always true to ourselves" and seeing through to its goals.

Recently, Vinamilk released another advertising video with a very different approach. According to experts, this is a strategic move by the giant, demonstrating its willingness to experiment with new things.

While previous messages often revolved around keywords like "delicious, new, unique" with a fast-paced, cheerful rhythm, this video features ample time for the brand to share about how it creates its Green Farm fresh milk product line.

"Without rushing or forcing orders, I like how Vinamilk is being itself," one reader commented. This pioneering approach raises a question: Is it time for brands to build a more systematic and heartfelt approach to engaging consumers, rather than just shouting slogans and appeals? As the younger generation increasingly cares deeply about stories and values, they want to connect with brands rather than just hear calls to buy. This is also how major global brands are doing it, to truly touch the hearts of consumers, understanding and listening to them in their own way.

The video opens with a vast space through the monologue of a young woman on her emotional journey. She walks through a field, prompting reflection with the line: "Sometimes, we start everything by doing nothing, for three years…" and begins exploring the Green Farm. The interesting aspect lies in the fact that instead of framing or directing the viewer's feelings, this film is more narrative and suggestive. This requires a high level of skill from the message creator so that each frame, each melody, and each story resonates with the viewer.

Could this bold move be Vinamilk's way of demonstrating its ambition to conquer all consumer segments, starting with young people?

In the TV commercial, Vinamilk introduces its Vinamilk Green Farm fresh milk line. This is the first milk product in the world to win three prestigious international awards, including the Superior Taste Award, dubbed the "Michelin of the food and beverage industry." This launch of Green Farm features groundbreaking dual vacuum packaging technology – a pioneering innovation in the dairy industry – to create a smooth, creamy product with a subtle floral aroma that soothes the taste buds. Discover more about Green Farm or get a free sample at Vacuum-Packed Fresh Milk - Green Farm (vinamilk.com.vn).

TVC Link:https://www.youtube.com/watch?...