THE CHALLENGE
Cheez Dippers is under the The Laughing Cow (Con Bò Cười)'s cheese imported from France. And with the product dipping format, the brand is moving beyond cheese category but snacking.
Thus, a 2018 digital communication plan were requested to introduce Cheez Dippers in Vietnam as a healthy fun snack preferred by both kids from 7 to 12 years old and moms.
THE SOLUTION
Every kid wants a best friend. Yet every mom is concerned about how the friend's behavior will impact her child.
Taking that into consideration, we developed a concept called "Quân Sư Vui Khỏe" (Healthy & Fun Advisor), which humanized and turned Cheez Dippers into a good friend assisting kids to solve problems in their daily lives. And since The Laughing Cow was so iconic, we utilized it as the campaign's mascot and the portrayal of our "Quân Sư Vui Khỏe".
To launch the campaign and generate awareness, we aired a localized TVC, which highlighted our product's eating ritual of "Mở - nhúng - cắn" (Open - Dip - Bite) and conveyed our key message of "Giòn ngon bổ dưỡng - Rộn khắp tiếng cười" (Healthy & tasty snack - Fun & laugh everywhere).
Then, we worked with Song Thư - a famous siblings YouTube channel specializing in kid content, to deliver our concept and brand positioning via 2 Vlogs namely "Quân Sư Vui Khỏe Con Bò Cười giúp chuyện bạn bè" (Healthy & Fun Advisor help with friendship issues), and "Review bánh que nhúng phô mai Con Bò Cười mới" (Cheez Dippers review). The channel's millions of subscribers also meant that we effectively reached moms since kids had not had a YouTube account yet.
Our campaign concluded with a special contest that united both kids and moms. Specifically, they were asked to team up, suggest a creative way to eat and play with Cheez Dippers like using the sticks to cosplay Wolverine, and submit a photo/video of them doing it to win free products.
Link: https://fb.watch/kVy4ntKB5w/
Project: Cheez Dippers - Digital Communication Campaign
Agency: DSquare
Associate Creative Director: Hieu Nguyen
Senior Copywriter: Thanh Nguyen
Junior Art Director: Yue Nguyen
Content: Uyen Nguyen
Agency Producer: Quy Dang
Account: Trang Van, Duy Nguyen, Vy Le
