Nurturing connections: How La Vie embarked on brand revitalisation through the youth

La Vie clinches Customer Experience Initiative of the Year in Vietnam with groundbreaking efforts in cultivating emotional bonds between people and the natural world.

Embarking on La Vie's narrative, the tagline "Connecting with Nature, Regenerating the Youth" is a gateway to spotlight the company's achievement in clinching the Customer Experience Initiative of the Year - Vietnam at the prestigious FMCG Asia Awards.

La Vie captivates the attention of the younger generation with a modern approach. As it debuted as Vietnam’s pioneering beverage brand, it also provides an extraordinary sensory experience in nature, an indeed refreshing oasis amidst the fierce pace of modern urban living. 

La Vie's marketing strategy aimed first to establish brand relevance. The goal was to create a meaningful connection with the audience, ensuring the brand resonated authentically with its target market. The brand’s focal demographic comprises urban residents spanning the nation, aged between 25 and 35 years. Blessed with ample opportunities for learning, working, and enjoyment, this demographic emerges as one of the most stretched generations.

La Vie’s transition involved a significant shift from predominantly communicating through ATL channels to delivering an enriched brand experience through integrating efforts at multiple touchpoints. This strategic evolution emphasises creating a cohesive and immersive brand interaction that extends beyond traditional communication channels, ensuring a more holistic and engaging connection with the target audience.

Moreover, the brand’s creative strategy lies in the regenerative power of nature. This holistic approach engages all senses, immersing individuals in a tranquil oasis and empowering them to embrace their dynamic lives' vibrancy with renewed energy and vitality.

As an execution, La Vie launched a new sensory brand experience using a gadget called Nature Bubble. The relaxing colours and fonts caught people's attention. In a TV ad, the bubble symbolised La Vie's natural healing power in busy lives. It appeared on screens at workplaces and cabs, blending into real-life chaos. The bubble went online with personalised messages in a digital series. They took nature to the next level with sound by sponsoring Vietnam's first YouTube Music Night. They played calming music from local artists, showed beautiful scenes of Da Lat City, and removed annoying ads for an uninterrupted, healing experience with nature sounds for online listeners.

Finally, La Vie's offline event in Ho Chi Minh City (HCMC) was a remarkable celebration of the unique sensory brand experience. The bubble became a giant dome, rejuvenating urban minds with 360-degree natural scenes, scented candles, soothing sounds of nature, refreshing water sprays, and the taste of La Vie water.

La Vie witnessed positive results from implementing the all-in strategy. It was able to reach 100% of its target audience and 45.9 million completed views. The brand's Google survey results likewise improved, with brand favorability, consideration, and differentiation increasing by +137BPS, +165BPS, and +107BPT, respectively. Additionally, La Vie enjoyed positive Brand Health Results with +210BPS in the last and most competitive market, HCMC.

La Vie's success goes beyond sales; it forges a connection with nature, rejuvenating the youth and capturing the younger generation with an extraordinary sensory immersion in nature.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].