Brand
Interviews

‘Quiet Nature Regenerates Your Loud Life’ – this new positioning seems to have resonated strongly with young consumers. Could you elaborate on the strategic insights that led to this shift, and how it has contributed to increasing Consumer Reach Points among this target demographic and the wider population?

This new positioning actually came from a very real observation about today’s young consumers. They’re incredibly dynamic, always chasing opportunities, and living life to the fullest – but in doing so, they often forget to take care of their mental and physical well-being and this risks their sustainable progress. So we asked ourselves: how can La Vie play a meaningful role in their lives?

After a series of consumer connections, we realised many young consumers recall their most regenerative moments as being immersed in nature and enjoying the natural world. That’s when we found the strong positioning by playing on the unique selling point of the brand: in the midst of hectic urban lives, La Vie offers rare natural mineral water, brimming with nature's goodness.

An immersive, multi-sensory break ritual, connecting with the natural world, can transform simple water-drinking moments into mindful regeneration breaks, providing a holistic recharge of positive energy. This is the essence of ‘Quiet Nature Regenerates Your Loud Life’.

This new positioning enabled us to create more emotional resonance with young people, marking the beginning of a new, meaningfully differentiated brand evolution. La Vie was no longer just about selling water; it became the nature regeneration partner that initiates and supports a positive lifestyle for holistic well-being.

To bring this idea to life with personalisation at scale, we also launched service platforms like ‘Bí kíp yên đa giác quan’ and ‘Cộng đồng yên một chút’. These technology-enabled platforms provided new avenues for consumer engagement and accelerated the adoption of this meaningfully differentiated positioning, expanding our user base and directly contributing to an increase in Consumer Reach Points across both our core and new audiences.

Looking back at the past two years (2023-2024), what do you consider to be the most impactful innovation or strategic decision that drove La Vie's growth in Consumer Reach Points? And how critical were deep consumer insights in shaping and validating this particular initiative?

Our most impactful strategic moves centred on a three-pronged approach. The first was the relaunch of a meaningfully differentiated brand positioning foundation. Second was the introduction of precisely targeted product innovations. And third, a comprehensive digital transformation aimed at enhancing the consumer experience.

On the product front, we introduced La Vie Vị Dịu Nhẹ – a milder-tasting natural mineral water specifically formulated to appeal to consumers, particularly in the South, who might have found the original mineral taste less familiar. Concurrently, we launched a 19 litre large bottle featuring a built-in tap, significantly simplifying household usage by eliminating the need for additional equipment. These product enhancements were crucial in expanding our reach, making La Vie more accessible to new user segments.

At the same time, what really accelerated our growth was how we used digital innovations to execute personalised campaigns across touchpoints.

We segmented and personalised our communication messages and experience journeys based on lifestyle, behaviours, and other factors. We adopted AI-powered digital innovations to deliver contextually relevant communications, where the brand could offer tailored advice or reminders based on identified consumer needs or emotional states. Using data from our service platforms, we also identified high-potential users and personalised our messaging even further. This not only improved our conversion rates but also cut our acquisition costs by half.

None of this would’ve been possible without solid consumer insights. They helped us design the right products, craft the right messages, and deliver them at the right time to the right people.

In 2023-2024, La Vie significantly expanded its multi-channel marketing approach, from TV and out-of-home to various digital platforms, leveraging AI-empowered technology. What consumer behaviour patterns and media consumption habits did your insights reveal that informed this integrated media strategy? And how did you use these insights and technology to personalise messaging for distinct audience segments to maximise reach and engagement?

In a saturated media landscape where consumers are bombarded with ads and messages, they are impatiently filtering for relevance. Consequently, the ability to segment audiences accurately, understand their motivations for each occasion and touchpoint, and precisely customise messages and offers to the needs of each distinct group is no longer an advantage – it’s indispensable.

In past years, La Vie leveraged data and AI powered solutions for personalised messaging and media buying through initiatives like the ‘5 Sense Nature Regeneration Guide’ and its AI virtual assistant, ‘Chút Yên’. AI algorithms were deployed to detect conversations on social platforms related to stress. This triggered personalised reminders to take a ‘nature regenerative break’ with La Vie, and the invitation to a central hub where ‘Chút Yên’ provided tailored advice and easy-to-follow activities – developed with psychologists – to regenerate body and mind during water-drinking breaks.

This continuous cycle of data-driven insight and AI powered real-time contextual personalisation regenerated the brand experience, ultimately driving stronger brand consideration and conversions.

The Green Farm product line marks the first launch after Vinamilk's major repositioning campaign. What key market opportunities or shifts in consumer behaviour did Vinamilk identify that led to the strategic decision to invest in and develop the line?

Based on in-depth consumer research, and analysis of domestic and international market data, we developed Green Farm in consultation with leading strategic partners including doctors and nutrition experts. The aim was to meet the growing trend of green, healthy, and sustainable living – values increasingly prioritised by Vietnamese consumers.

The launch is a strategic move to address post-pandemic consumer demands, emphasising health and transparent origins with products that meet international standards such as A2 purebred cows, EU Organic certification, and Clean Label Project.

In a saturated dairy market, Green Farm is helping to rejuvenate the Vinamilk brand, attract new generations, and expand our global vision. This is exemplified by products that enhance consumption experience and flavour, such as drinking yogurts and Greek yogurt with cereals.

Green Farm dairy products are developed based on international standards to bring world-class quality products to the Vietnamese market – for Vietnamese people.

In a fiercely competitive dairy market, how does Vinamilk Green Farm maintain its edge? Which product innovations or marketing campaigns made the most significant contribution to the growth in Consumer Reach Points over the last year?

With our commitment to continuous innovation, advanced technology is considered central to product development. The brand has continuously researched sustainable value technologies for brand application. We conduct research to evaluate product ideas, and understand consumer trends, in order to develop products that align with health and wellness goals while offering novel and differentiated experiences. Our Green Farm innovations combine both advanced manufacturing technologies and deep consumer insights to deliver best-in-class quality while maximising nutrition.

Green Farm Sterilised Milk applies dual vacuum technology to preserve full nutrients and a natural grassy-floral aftertaste.
High-Protein Low-Fat Milk uses ultra-filtration technology to purify nutrients, benefiting health while retaining the original delicious taste.
Organic Fresh Milk is produced at Vietnam's first EU-standard ecological farm through a rigorous 10-step organic process. Green Farm proudly creates high-quality organic milk that meets the strictest international certifications (EU Organic), which are 125 times more stringent than Vietnamese standards.
Drinking Yogurt combines six European probiotic strains to support digestion and enhance gut health.
Greek Yogurt is unique, with novel flavours and an innovative ‘flip-cup’ experience that allows consumers to enjoy layers of flavour in their own way.

Clearly understanding consumers is a key factor in Vinamilk Green Farm's success. Have recent consumer trends changed due to increased awareness of health, sustainability, and evolving product attributes? How are these insights directly integrated into marketing and product development strategies for the line?

Green Farm leverages the most in-depth consumer understanding through both qualitative and quantitative research. This is combined with insights from strategic partners in the industry to gain more market information, as well as domestic and international nutrition and technology developments. Products are rigorously evaluated from idea to final execution through consultation with experts such as doctors and nutritionists. At the same time, consumer evaluation research is conducted to ensure products meet demand and align with the brand's desired direction.

Green Farm addresses market trends with products that stand out in terms of:

Smart nutrition: Green Farm High-Protein provides high protein and calcium, while being low in fat, suitable for modern lifestyles and various consumer groups.
Traceability: A2 premium protein fresh milk from purebred A2/A2 cows is easily digestible, and strictly controlled from genetic source to final product.
EU standard organic milk: Green Farm Organic is the first fresh milk in Vietnam to achieve a 10-step organic certification, offering superior quality and high nutritional value, such as a 30% increase in Omega 3 & CLA.
Sustainable development: Our farms utilise renewable energy, effectively manage waste, reduce CO2 emissions, and leverage resources such as organic fertiliser, methane gas, and bio-energy. At the Green Farm Organic farm 100% of treated wastewater is reused, 17% of energy comes from solar power, and up to 90% of bio-energy is recovered and utilised.

With the increasing importance of online channels, how has Vinamilk Green Farm leveraged a multi-channel marketing approach to maximise consumer reach and engagement? What role has digital innovation played in amplifying the brand message?

Vinamilk Green Farm implements a comprehensive multi-channel marketing strategy, covering both owned and paid channels, making it easy for consumers to access products anytime, anywhere. Our messaging and communication content is diversified, leveraging social media trends and encouraging users to share real experiences, creating a natural word-of-mouth effect. Vinamilk has continuously listened to consumers online to keep up with trends, understand needs, and promptly address questions.

Digital innovation has been key to amplifying the Green Farm brand. Products such as the fast-selling pasteurised drinking yogurt rapidly became a sensation, generating significant search interest and engagement on platforms like Threads and TikTok within just two weeks of launch. Simultaneously, optimising online sales channels has dramatically simplified the consumer journey, allowing for effortless product discovery and purchase with only a few clicks.

These integrated multichannel retail and communication strategies have been instrumental in helping Green Farm to achieve a remarkable 60% increase in Consumer Reach Points (CRP) in Urban 4 key cities within just two years of its launch.