CELANO & MERINO HOME
BỮA KEM GIA ĐÌNH
Client: KIDO
Agency: Dinosaur
Business development: Ivy Trang Ngo, Tam Le, Thi Tran
Creative: Trong Nguyen, Huy Nguyen, Hung Nguyen, Minh Nguyen, Thao Huynh, Ha Mai, Kim Trang, Long Dinh
Client and operation team: Hien Tran, Khanh Linh, Huong Phan
Producer: Vy Mew
Director: Duc Nguyen
Production House: The Brief by Flex Films
Challenge:
Most Vietnamese don’t have a habit of buying ice cream home, as they perceive ice cream as a snack to enjoy on site. Besides, although consumers love having ice cream in winter, sales in this season remains low, especially in the Northern Vietnam.
As the market leader of ice cream, Celano & Merino wanted to fill every family fridge with ice cream and increase sales in cold weather.
Solution:
Celano & Merino (the #1 player on Vietnamese ice cream market) to launch a new product line - Celano Home and Merino Home to fulfill their target. Dinosaur, with a deep understanding about Vietnamese culture, partnered with them to create the concept of “Bữa Kem Gia Đình” to own the dessert moment after the family gathering meal (Bữa Cơm Gia Đình). The idea was delivered through a 45-second TVC with a familiar meal-time call as the creative device, together with the happy scenes of family gatherings regardless of regions and seasons.
Why we win:
“Bua Com Gia Dinh” is the all-time-treasured moment of all Vietnamese when family members gather at home, enjoying the meal, sharing stories, which is exactly what the brand aspires their ice cream eating moments to be like. With a little twist, the newly coined term “Bua Kem” can easily evoke the feeling of happy gathering time among consumers. When attached to the brand, the concept can help Celano Home and Merino Home achieve their goal of filling the consumers’ fridges with ice cream and filling their house with joyful gatherings, even in winter.
