UNIBEN – To stay competitive in Vietnam’s fast-paced food and beverage (F&B) sector, Uniben focused on strengthening brand awareness and relevance among Gen Z — a trend-driven, digitally native generation. The strategy centered on:

• Positioning Boncha — Uniben’s ready-to-drink tea — as the top refreshment choice in the daily routines of young consumers.

• Capturing Gen Z’s attention through trend-driven, lifestyle-aligned marketing across digital platforms.

• Reinforcing brand presence with supporting products like Joco, Abben, and Mì 3 Miền, ensuring Uniben remained visible across key consumption moments.

This multi-brand approach helped Uniben connect meaningfully with a dynamic and fast-evolving audience.

Blueseed launched a year-long, Always-on campaign across Facebook — the most active platform for Gen Z — with a mix of paid ads, branded content, and community interactions.

• Hosted minigames and livestreams with humorous, relatable content that matched Gen Z’s tone and behavior from scouting and partnership to localized content production tailored to each market.

• Partnered with Saigon Tếu, a leading local improve comedy group, to create culturally relevant skits embedding brand messaging naturally

• Leveraged creative influencers, bold visual formats, and real-time optimizations to drive sustained engagement and brand recall

The campaign delivered impressive results:

• Generated 800+ million impressions across media platforms

• Achieved 2+ million user engagements

• Attracted 130,000+ livestream viewers

As a result, Blueseed:

• – Successfully helped Uniben connect with Gen Z at scale, turning its F&B products into everyday lifestyle choices embraced by a new generation of consumers.

• – Demonstrated the impact of smart, localized content and authentic, influencer-led storytellinG

* Blueseed – Driving cultural relevance and brand affinity through smart, localized content and Gen Z-centered strategies.