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Orion introduced a new “nutritious cookie” brand in Vietnam

Red was tasked to create a campaign to raise awareness and reach the key target of 3-10 year-old kids and their moms to love the brand.
Scope of work:
Communication Strategy, through the line campaign (TVC advertising, digital, media, PR, Sampling)

Orion is a leading Korean FMCG brand who has launched multiple brands in Vietnam such as Choco Pie, Custas, Goute, Marine Boy and Toonies.

Now, Milkiss, a new brand was welcomed into the Orion family with unique milk-bottle shaped cookies. The cookies featured a unique blend of 100% fresh milk and US wheat, that provides calcium for children to consume in the morning or between meals. This was key message of quality that red and Orion wanted to convey.

With the strategic direction “A new way of eating milk”, Aleph developed a key visual and generates the ideas for the new TVC: “Not all cookies are the same”.

Both the key visual and TVCs were launched in a multi media plan which included targeted TVC & iTVC, Facebook and OOH. In addition, From October to December, a sampling campaign kicked off in 5 key cities (Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho) that attracted over one million 3-10 year-old students and their parents across 800 schools. Moreover, PR and Facebook channel delivered in excess of 100,000 interactions/month.

As a result, initial sales were very strong and all KPI’s were achieved.

Orion - Communication Strategy, through the line campaign (TVC advertising, digital, media, PR, Sampling)

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