Nearly 50 years - One taste: Premium deliciousness and consistent quality
Appearing since the 70s, Ông Thọ condensed milk has always been a food associated with the kitchens of many Vietnamese families. For many people, this is a bridge to express affection and love. When life is difficult or when sick, people use it to give each other as a sweet gift in both the literal and figurative sense.
Not simply a food or drink, Ông Thọ milk is a childhood, a witness for parents to tell their children about the old days when there were many shortages, a cup of hot, fragrant milk full of nutrition for children at that time, a "legendary" bread dipped in milk that is loved by many generations of Vietnamese people until now. This is one of the foods that has a strong vitality along with the changes of the country.
The taste of Ông Thọ milk not only conquers the domestic market but also makes a special impression on consumers around the world, demonstrated through the prestigious international awards for the quality of the product. Typically, last June, Ông Thọ convinced the world's leading experts to become one of the first two Vietnamese milk products, along with Vinamilk Super Nut 9-nut milk, to receive a 3-star rating - the highest level of the Superior Taste Award. Similar to Michelin, the Superior Taste Award (the "Premium Taste" award) is considered a guarantee of product quality and flavor in the food and beverage industry.
Innovative to catch up with trends, lead the market
Known as a “many-year-old” national product, Ong Tho always shows youthfulness and dynamism in its approach to consumers through constant creativity and innovation to keep up with trends. Recently, this brand continues to pioneer the launch of condensed milk products with two completely new flavors: chocolate and strawberry.
With a formula that blends smooth, fragrant milk with rich chocolate or sweet strawberry flavor, the product is suitable for use in making drinks such as blended ice, smoothies or served with familiar dishes such as flan, mixed fruit, bread, pancakes, etc. The product brings a different, new, delicious and attractive experience to users. In particular, the product is packaged in a convenient tube, making use and storage easier and more convenient.
Not long after being launched on the market, Vinamilk's two new products have received positive responses from consumers, especially young people. This shows that the company has devoted a lot of effort to researching and developing products with the determination to conquer Gen Z to become the next loyal customers.
“ In a person’s life, 50 years has passed and he has entered middle age. But for a brand, Ong Tho always strives to innovate and constantly improve from design, taste to the way of conveying the brand’s message and story to meet the increasingly diverse and constantly changing needs of Vietnamese consumers over the years ,” said Mr. Nguyen Quang Tri - Marketing Executive Director of Vinamilk.
In addition to the flavor that catches up with new consumer trends, Ông Thọ condensed milk also shows a spirit of innovation and creativity to "rejuvenate" the brand image to get closer to young people. The brand's communication campaign "Museum of ther (poetry)" this year has caused a "fever" in the online community thanks to recreating a childhood memory area of the 6x-9x generation in a youthful, modern language. Thanks to that, the campaign has "touched" the "hearts" of the young generation Gen Z and 9x.
At the recent YouTube Works Awards, the campaign was honored in the Top 3 “Best of Vietnam” (Best of Vietnam), Gold Award - Media campaign using multi-format to convey the most effective story (Long and Short), Silver Award - Media campaign with the best cooperation between the brand and the influencer (Collaborator). Previously, this campaign was also named in the Silver Award “Media campaign using the most creative content of the year” within the framework of the BSI Awards, organized by Buzzmetrics - a member of YouNet Group, a leading company in social media measurement and research (Social listening).
Ong Tho is one of the key brands and has contributed to helping Vinamilk lead the domestic condensed milk market share for many consecutive years. The production capacity of condensed milk is up to nearly 15,000 tons per month (equivalent to 1.3 million cans of milk per day). According to the Kantar Brand Foot Print 2023 report, Ong Tho continues to maintain its position as one of the 5 most chosen brands in the milk and dairy products industry in Vietnam.
Not only that, since 2003, Ông Thọ condensed milk has become a strong export product of Vinamilk. To date, the product has been present in 35 countries and territories, including famous markets with strict quality requirements such as Japan, Korea... with a total accumulated export turnover of about 243 million USD./.
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