HE RONG DO,
TO CHAT RIENG
Red Dragon: Do it your way!
Commercial Ad
Rong Do used to be a sizeable Energy Drink, but has declined over the years due to a dwindling base, lack of clear position & product innovation. We need to breath new life into the business and generate growth for Rong Do in both the short term and long term by re-establishing & building a strong position to get the GenZ (competitor users & Energy Drink non-users) to choose Rong Do.
All Energy brands are focusing on providing Energy to achieve Individualistic achievement. Yet we realized that all Gen Z teens want is to have fun, but social pressure from schools, expectations from family, comparisons, rules, and disapproval stand on their way. We discovered that they are already full of energy, and what they need is POWER - more than energy.
Red Dragon was stuck in the EDverse of sameness, much like a teenager being stuck in the sameness of every day. So, revitalized Rong Do brand with new proposition – Do It Your Way while still leveraging on the brand asset – the dragon and giving it a cooler vibes. While the whole world told them what to do, we encourage them to be their awesome-selves by letting them do it their way.
The campaign started with the series of 2 TVCs & followed by the 1st ever 3D AR Tiktok challenge in Vietnam in which we tapping into the biggest passion points of the TA music, sport, and gaming.
Red Dragon gave GenZ teenagers the power to break out of all pressures, to be fearlessly different from the social norms. Red Dragon introduced Vietnam's first-ever TikTok 3D AR Filter with multiple compelling dragon expressions so teens can
