THE DRINK YOU CAN CHEW 

FrieslandCampina’s YoMost was Vietnam’s most well-loved local yogurt drink brand. Until global soft drink brands started entering the market and eroded YoMost’s market share.

Enter YoMost Jellyz, YoMost’s latest drink innovation with chewy nata de coco cubes to regain interest in the brand. However, introducing YoMost Jellyz could be a risk by stealing share away from its main SKUs.

So how did we get the youths to embrace YoMost again without cannibalising the brand?

BY CREATING A TREND SO ENTICING THAT THEY WERE GOING TO EAT IT ALL UP.

to launch YOMOST jellyz, A TVC campaign alone wouldn’t be able to get youths in vietnam buying LIKE BEFORE. AND SO…

WE TEASED THE YOUTHS WITH A CAMPAIGN THAT WOULD BE easy to chomp into.



taste test TEASER

For this product launch, we had to create buzz in the market. Hence, we introduced a twist to the classic YoMost drink by imbuing it with a surprising consumption experience.

How? We hero-ed it as “The Drink You Can Chew”.

As a teaser, we got top Vietnamese youth influencers including JVevermind, MLee, and Pho to participate in a taste test in which we recorded their surprised reactions and not reveal the drink. This was released on social media to create hype and intrigue.

MAIN MARKETING MATRIX

Then through an integrated launch campaign, which included TV, outdoor, in-store, and digital collaterals, we revealed that the drink was YoMost Jellyz.





VERY VIRAL VIGNETTE

A soundtrack was then developed using the chewing sounds as a percussive base. And naturally with music, we created the Ynot dance… a viral trend long before TikTok was even in the picture. This became a national sensation, all thanks to UGC.

READILY RADICAL RESULTS

In the first month alone, the product went out of stock, prompting a re-adjustment of production figures and targets. Here’s how else the campaign performed:

  • MARKET SHARE OF YOMOST JELLYZ WENT FROM 0% TO 5.6% IN SIX WEEKS

  • TOTAL BRAND SHARE INCREASED FROM 31% TO 34%

  • MORE THAN 10 MILLION VIEWS OF CONTENT ON YOUTUBE, 19 MILLION ON ALL PLATFORMS

  • 80% ENGAGEMENT RATE FROM CONSUMERS

  • 285 SUBMISSIONS FOR CO-CREATED CONTENT

  • 20 YEARS’ WORTH IN CUMULATIVE DURATION OF TIME WATCHING ALL CONTENT