We wanted to build buzz around the new product but also needed to create a trigger for everyday consumption and regimen among on-the-go youth segment. To do that, we anchored our narrative around a powerful local insight ‘3PM sad mouth moment’ (Buồn Miệng). We teamed up with the hot Vietnamese rapper Rhymastic to compose a cool track which became super popular among young people and we built a series of cross-channel collaborations on digital channels which made make Magic the most talked about new snack concept in Vietnam within 2-3 weeks of launch.
Magic 24/7 is a premium bake cracker biscuit intro from foods giant URC Vietnam but challenge is that cracker is not really a daily habit among Vietnamese consumers.
Rhymagic – A rap song to raise awareness for Magic, Collab with communities for exclusive content, Mobile first and ecom enabled social content.
