Nestlé La Vie Vietnam brings home two titles at FMCG Asia Awards 2024
The company has embarked on a groundbreaking journey with 5 Sense Nature Regeneration Guide, setting a new standard in the Vietnam market.
La Vie, the intact natural mineral water by Nestlé, bagged two major wins at the prestigious FMCG Asia Awards 2024 for its 4-S Journey campaign to maximise awareness and engage consumers on the importance of sustaining positive energy through nature regeneration breaks, leveraging artificial intelligence (AI) to offer personalised well-being recommendations.
With its goal of promoting nature-positive energy in urban life and positioning La Vie as a trusted partner for nature regeneration through simple water-drinking rituals, the company has deployed the transformative campaign to support consumers in turning drinking breaks into nature regeneration moments.
During this journey, La Vie detects any conversation on social platforms that relates to stress by utilising an AI Virtual Assistant. This then prompts the technology to remind people to take a nature regenerative break with La Vie and invite them to its central hub, where consumers can access personalised guidance from the AI assistant named “Chut Yen.”
The brand also provides an AI-powered personalised 5-Sense Nature Regeneration Guide that begins with a comprehensive quiz developed with psychologists. In this activity, users can evaluate their wellbeing, from which they received from La Vie AI assistant tailored advice with practical and easy-to-follow activities to regenerate the body and mind during water-drinking breaks.
The regeneration guide is also led by five inspirational key opinion leaders — MONO Singer for Sound, Travel Blogger Khoai Lang Thang for Sight, Supermodel Minh Tu for Touch, Helly Tong for Scent, and Dino Vu for Taste. Together, they have crafted 60 sensorial exercises for water drinking breaks with the aim of improving consumers' wellbeing.
At the same time, La Vie has also developed a Roadblock & Sponsorship with Lunas’ MV debut to offer a ‘no-ads’ experience where the audience can enjoy a non-interrupted and immersive regenerative moment with their idols.
The campaign’s finale event has seen 10,000 consumers on Nguyen Hue walking street receiving unparalleled personalised tips with the support of AI Assistant to practice regenerating each of their senses with nature.
4-S Journey (STRESS – SIP – SENSES – SPARK) has witnessed an integrated reach of over 16 million, with 90% being its target audience of 25 to 45 years old. It has also scored +443 bps on brand power, +21 bps on meaningfulness, and +10 bps on being socially responsible, significantly higher than its leading competitors.
Through these metrics, La Vie has also achieved outstanding business growth: 2.5x faster against categories with normalised low single-digit growth.
The company secured the Campaign of the Year - Vietnam and the Digital Marketing Strategy of the Year - Vietnam for this major feat.
Organised by Retail Asia, the FMCG Asia Awards celebrates the most outstanding companies in Asia’s FMCG industry, recognising exceptional products, innovative initiatives, and remarkable projects.
The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].
