Coca-Cola has held the Tet icon for the past two decades. But, no time to chill, especially in the fiercely competitive Tet landscape, where brands are ready to go all-in to grab attention. To keep the iconic status and outdo its own success during this pivotal period, Coca-Cola refreshed its Tet Universe of connecting different generations around the Tet meal table by harnessing the magic of the universal feeling: nostalgia. Yet, nostalgia isn't a one-size-fits-all. It is a personal storybook for each soul. Then, our objective was clear: How could Coca-Cola infuse the universal feeling of nostalgia in a way that resonates with an individual's most treasured Tet memories, no matter their age or generation?

We crafted an all-encompassing nostalgia experience, serving as an expansive Tet memory journey accessible across multiple touchpoints, from digital and real-world encounters. This tailored experience aims to connect with individuals of all ages and generations. So, regardless of who you are, a dynamic Gen Z immersed in the social media world or an old-school grandparent whose companion is the television, it is an open invitation for you to dive into the enchanting magic of meaningful connections of Coca-Cola.

Tet is a time for families to come together and connect. However, as the world evolves and time marches on, people change to a degree that it feels like they have lost touch to the connection around the table. This was where Coca-Cola stepped in to change the situation. Leveraging the advantage of the brand's heritage in Tet’s celebration for the past twenty years, Coca-Cola aims to stir up nostalgia for the magical feelings shared over meals with Coca-Cola in the old Tet days and make consumers crave for that magic once again. To do so, we activated the message “Time flies and life changes, but the Real Magic of Tet meals and Coca-Cola remains the same” through a personalized brand experience that seamlessly transitions from online to offline.

Coca-Cola's nostalgia journey seamlessly bridges individual memories and intergenerational connections. Transitioning from the digital realm to real life, we ensured a sense of nostalgia was triggered at every touchpoint. First, we covered iconic Tet bonding throughout years via TV and OOH, then directed consumers to the land of nostalgia on the microsite, empowering them to craft personalized postcards and relive cherished family moments. When they yearned for the nostalgic meals, we partnered with KOLs to recreate those meals with Coca-Cola and encourage consumers to follow them quickly and easily.. For exclusivity, 100% Food channels on YouTube were blocked during the campaign timeframe. Expanding the nostalgia offline, a Timeless Tet street offered retro vibes, folk games, and traditional dishes, culminating in the world's largest Timeless Tet meal table activation—uniting 4000 participants across three generations.

Coca-Cola aimed to keep the iconic status as the brand of Tet and surpassed its own pinnacle sales success during this festive season. And we did it, even out of our wish. Coca-Cola had once again the TOP-OF-MIND brand in Tet for the 6th consecutive year.

The campaign became a phenomenon:

- Reaching over 90% of Target audience across multimedia,

- Generating 1 million discussions and interactions on all platforms.

- Over 20 Million Views in TVC across digital

- 2 millions engagement on social media

- 6.7K postcards created

- Market share reaching the all-time high and winning the battle of Tet

- In the process, we created the world's largest timeless dining table, setting a world record recognized by the World Records Union.