Dairy industry giant tests new advertising method

In July 2023, Vinamilk carried out a large-scale "restructuring", completely changing its brand identity to an image that was considered more youthful and eye-catching. Consumers were initially skeptical about this transformation, because they no longer saw the image of a familiar brand that had "grown" with them.

Young people respond to Vinamilk's innovation. Photo: PV

This move is considered a turning point, because it comes with many risks, consumers may feel alienated and disconnected from the brand they love. However, following each repositioning move of Vinamilk, specifically in the recent Youth Music Festival, the response of 35,000 audiences can be the first step to affirm the brand spirit: "Bold, determined, always be yourself" and pursue the set goals.

Consumers are starting to get used to the new image of the veteran milk brand. Photo: PV

Recently, Vinamilk has released another promotional video with a very different approach. According to experts, this is a strategic direction of the giant, ready to experiment with new things.

While previous messages often revolved around keywords like "delicious, new, strange" with a fast, fun rhythm, in this video, the entire duration is blank space for the brand to share about how to create the Green Farm fresh milk product line.

“Just two words: Beautiful and unique!" – consumer Duc Tung commented. Photo: PV

"No rush, no stuffing, I like the way Vinamilk is being itself" - a reader commented. This pioneering approach makes us wonder, is it time for brands to build a methodical and dedicated approach to consumers, rather than just shouting and calling? When the consumer generation is increasingly deeply interested in stories and values, they want to accompany the brand rather than calls to buy. This is also the way big brands in the world are doing, to truly touch the hearts of consumers, understand and listen in their own way.

Connecting emotionally, connecting with consumers' values ​​and lifestyles requires a long-term, methodical strategy.
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The video opens up a vast space through the narrative of a young girl on her emotional journey. The girl walks on the field, evoking thoughts with the line: “Sometimes, we start everything by doing nothing, for 3 years…” and begins to explore the Green Farm land. The interesting point is that instead of framing and orienting the viewer’s feelings, this video is more storytelling and suggestive. This requires the sophistication of the message maker so that each frame, each melody, and the story must reach the viewer.

Is this boldness Vinamilk's way of expressing its ambition to conquer all consumer segments, with the first target being young people?

In the TVC, Vinamilk introduces Vinamilk Green Farm fresh milk. This is the first milk product in the world to win 3 prestigious international awards, including the Superior Taste Award, known as the "Michelin of the food and beverage industry". This appearance of Green Farm comes with a breakthrough dual vacuum technology - a pioneering innovation of the dairy industry - to create a smooth, silky product with a floral scent, soothing the taste buds. Discover more about Green Farm or receive free Green Farm to experience at Vacuum Fresh Milk - Green Farm (vinamilk.com.vn)

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

Source: https://baonghean.vn/ong-lon-nganh-sua-thu-nghiem-cach-thuc-quang-cao-moi-post281139.html