DANH THANH REBRANDING
Client: Đảnh Thạnh Sparkling
Context:
Đảnh Thạnh is a really popular sparkling beverage brand in the Central region, closely tied to meals, health tips, and daily life. After 30 years in the market, Đảnh Thạnh needs to reposition its brand through a new logo, packaging, and bolder social media content.
Idea:
Our creative approach drew inspiration from Central Vietnamese cultural values, particularly their meticulous attention to quality. This authenticity was woven into Đảnh Thạnh's brand narrative, positioning the mineral water as a carefully curated product that delivers premium quality to consumers
Scope of work:
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Build up an overall creative concept & manifesto video
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Build up the neat copy on the product
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Organize a full-year plan (PR, Influencer, SMC)
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Detailed creative communication asset (Keyhook, Contextual video series, Community & Influencer content,… )
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Manage the consistency of SMC
THE CONCEPT
CHẮT CHIU CHẤT MIỀN TRUNG
UNG DUNG VƯƠN MÌNH KHỞI SẮC
First round
Outcome
Batch 2: REBRANDING PACKAGING
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Enhanced Brand image positioning in the market
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Create a new and different image in the crowded landscape of bottled water brands.
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Convey the spirit to the youth, linked to their daily activities
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The brand story is going to appear on the packaging for years, perhaps even decades to come :)
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This makes me especially proud, as someone has a hometown from Da Nang, I'm deeply happy to be connected with a brand that's so intertwined with my childhood)
Batch 3: Cooking Series
Cooking series to showcase the versatility of Đảnh Thạnh mineral water products. Did you know that Đảnh Thạnh takes Vietnamese perilla leaf chicken hotpot (Lẩu Gà Lá É) and braised pork with duck eggs (Thịt Kho Hột Vịt) to the next level?
Batch 4: PR ACTIVITIES
Deploy a comprehensive brand refresh campaign for Đảnh Thạnh's 30th anniversary, orchestrating strategic media placements across television and press channels to showcase their evolved visual identity and market positioning
(*) Note: Pending since budget cut down
Batch 5: TET 2025 PACKAGING
"Leverage the concept into Tet packaging. Build up on the story of how people cherish and save their most precious treasures throughout the year for Tet celebration—with Đảnh Thạnh mineral water being one of these treasured items, helping to usher in an auspicious new year"
Credit:
Agency: AnyMind Vietnam
Client: Đảnh Thạnh
Associate Creative Director: Le Kim Anh Minh
Art Director: Bui Ha Dung
Graphic Designer: (Sr.)Huynh Thi My Lien, (Sr.)Vo Trong Nguyen
Copywriter: (Sr.) Tran Thien Tai, Ly Pham Anh Thu
Client Service: Thanh Tung, Phuong Uyen