Case overview
SANG, the ready-to-drink Vietnamese coffee company is highlighting the power of their ready-to-drink coffee and the robusta bean in their new campaign, “Robussin”. This campaign pays homage to Vietnamese culture in various ways: including sniffing some eucalyptus oil, karaoke, and features a Vietnamese cast and behind-the-scenes crew members.
Involvement
The Brief
The spot begins with a Vietnamese Grandmother recording a TikTok style “Get Ready with Me” video, where she transitions into a fabulous sparkly pink dress, all of the bling, and sparkly long nails. She then pours herself a large, blinged-out cup full of SANG coffee to “make her dance”. The camera zooms out to a young woman watching this TikTok, just as the Grandmother is bussin’ into the club with her gang of girlfriends. She daps up the bouncer, says, “Say less,” and then goes on to sing karaoke to her favorite hip hop song, Robussin’.
Our Approach
This campaign is built around Vietnamese representation. The song, Robussin’, was written and performed for the campaign by Mixed Miyagi, a Nigerian/Vietnamese rapper. The bouncer in the spot is married to a Vietnamese woman in real life, which is why his Vietnamese is so fluent. The women starring in the spot are older, Vietnamese women, (which you hardly see in ads) and the producer and director, Theone Ly, were also Vietnamese. Even the star on the SANG coffee can is playing off of the Vietnamese flag.
“This spot is taking the brand in the direction that I was really wanting to go in,” says Lam Pham, founder of SANG. “The drip, the energy, the moms and grandmothers, and even the way she sniffs her eucalyptus oil to get amped up. That is something we do in Vietnamese culture. It’s like our fix all ‘Tussin,’ like Chris Rock says.”
SANG created this campaign as not only a fun way to expose the brand, but to also announce its nationwide availability at Target. “Robussin” will appear on social media including influencer partnerships. For more info, visit eatdrinksang.com.
