Sugarcane is a traditional natural drink loved by many Vietnamese generations. How to elevate this one-of-a-kind healthy drink to the next level that keep up with GenZ’s life? We co-created a holistic approach from shaping the product concept to designing a technology-empowered route-to-market that could catch GenZ’s attention right away. The brand was called Míaha, a lifestyle brand dedicated to Gen Z with a unique Míaha brand experience.

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Modernising a Traditional Drink

Míaha - Modern Goodness in a Can

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Modern Goodness in a Can

Consultancy

Creative & Content

Communications

Campaign Ideation

Social Media

Brand Launch

Content Production

Media

Quite the character, Míaha impressed our GenZ audience to successfully drive several trials within a month. The Cô Mía symbol became familiar across social platforms and Míaha brand experience was became much loved.

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Top Choice

#789F01

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With GenZ at the core of the campaign, a collection of original trendy flavours - Mía Tắc, Mía Đào & Mía Táo - was developed and positioned as on-the-go refreshing lifestyle drink for them.  Packed in vibrant cans, MíaHa used Cô Mía character, symbolic of a traditional sugarcane drink street vendorwell, to reach our young audience through social and messaging platforms.

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Accessible. Anytime. Anywhere.

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Míaha is a new crafting brand, reinventing a old-school traditional drink to be a healthy-lifestyle drink inspired from sugarcane. The 1st time ever canned sugarcane in Vietnam for young consumer.

With a unique product concept, Purpose has brought the brand to life across touch points including Brand Name, Brand Logo, Brand Identity, Brand Character & Launch Campaign with the tonality of young consumer - "modern", "real", "authentic", "cool" and "unique".

The campaign has created a big buzz in community to find and try the brand despite covid time, especially originating ~20+ organic review post on social communities.

**Pham Bich Ngoc, Senior Brand Manager**

Modern Goodness in a Can

Modernising a Traditional Drink

Accessible. Anytime. Anywhere.

Top Choice

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