Gifting Culture in Vietnam
Amidst kumquat trees, peach blossom branches, and other traditional staples of Vietnam’s Lunar New Year celebrations, are gift hampers of love. Anlene muscles in with its offering.
Tet Nguyen Dan or Tet, the Vietnamese Lunar New Year, is one of the country’s most important holidays, holding deep cultural and spiritual significance. It is a time for family reunions, paying respects to ancestors, and offering well-wishes for the upcoming year.
“All the best things are prepared and consumed during this holiday as people want to ensure that they will have a new year full of prosperity,”
The practice of children giving parents and elders respect, love, and care, is an intrinsic part of Vietnamese culture.
For many young Vietnamese working in big cities, going home for Tet is a time to reunite with family, and gifting to show respect is a long-held tradition.
This year, the brand team in Vietnam challenged the norms of Tet gifting to parents, challenging adult children, as caregivers, to understand what their parents really need at this age.
The message of thoughtful caring for parents is dialled up this year in a festive campaign and music video.
“The best gift we can offer our parents is the gift of health, and true caring goes beyond Tet, it extends throughout the year. We sought to shape this new mindset among caregivers and make Anlene the choice for gifting.”
For 30 years, Anlene has championed bone health and freedom of movement and is a leader in Vietnam’s adult milk category.
“We’re not just any ordinary milk powder, we represent all the values of freedom loving, independent, spirited Vietnamese.”
For the music video, the team turned to a popular and catchy local new year song ‘Năm Qua Đã Làm Gì’ which translates to “What did you do last year?’ – a song featuring reflections of the past year and resolutions for the next. They then worked with a music composer to reframe the lyrics to that a son’s reflection of his parents.
The gist: He returns home for Lunar New Year only to see his parents struggling in daily activities and realising that gifting for parents requires more thoughtful consideration. He understands the best gift for his parents from now on is Anlene, the gift of health.
In stores, Anlene gift packs have been front and centre on retail shelves. And, as an added bonus, the suitcase featured in the music video is offered as a gift with purchase.
Check out the Music Video from Anlene Vietnam here.
This integrated brand campaign with digital, social and key opinion leaders, was the first to launch in Tet festive season, and was picked up and featured by Advertising Vietnam as one of the 4 most insightful and inspiring campaigns in the new year. The Anlene music video sits at the No1 position in local YouTube searches, generating 15 million views, way higher than the original song.