Innovation and creativity are what make Vinamilk a "gold standard" for the brand.

Beginning 2025 with awards for branding, innovation, and creativity, Mr. Nguyen Quang Tri, Marketing Executive Director of Vinamilk , shared insights into the transformation that the billion-dollar brand has been strongly undertaking over the past year.

Recently, Ho Chi Minh City honored 29 businesses with the 5th Ho Chi Minh City Golden Brand Award - 2024. Among them, Vinamilk was recognized as a Golden Brand for the fifth consecutive year, and also received an award in the Sustainable Brand category. Prior to this, Vinamilk also won two first prizes at the Van Xuan Awards for innovation in the advertising and communication industry for its TV commercial (TVC) and the Vinamilk Green Farm Fresh Milk launch campaign.

Celebrating the start of 2025 with a resounding success thanks to numerous awards for branding and innovation, Mr. Nguyen Quang Tri, Marketing Executive Director of Vinamilk, shared insights into the company's strategy, brand innovation methods, and outstanding campaigns in 2024.

- After more than a year and a half of "reinventing itself," what are the core elements that have helped Vinamilk successfully reposition its brand? What criteria has the company set for its brand renewal journey?

Mr. Nguyen Quang Tri: The core element that helped Vinamilk successfully reposition its brand is that all innovations and improvements have a single goal: serving consumers – "For the customer" with the mission of "care". This is Vinamilk's legacy on its nearly 50-year journey of formation, existence, and development. We have cared for many generations of consumers with high-quality nutrition, and that remains constant. Now, we continue to innovate to upgrade and expand our product lines to suit more consumer groups, as the trend towards personalization increases. And "care" is always there and is becoming increasingly widespread.

Therefore, the criteria for Vinamilk's brand repositioning strategy this time also revolve around this core mission. We are repositioning our brand with the following criteria: Repositioning to suit the new generation of consumers with a brand identity that brings new, youthful energy. Repositioning for a global vision and choosing the positioning of "international class" to emphasize to consumers that Vinamilk products can fully compete with leading global brands.

At the same time, we repositioned ourselves to stand out and be different. Abandoning the familiar image of a grassy field and shifting to a simpler design style, using strong visual effects through vibrant primary colors, was a bold move. This also creates a distinctive and unique impression, leaving a stronger impact on consumers.

Mr. Nguyen Quang Tri, Marketing Executive Director of Vinamilk, affirmed that the core value of brand innovation is "For the customer".

Vinamilk's brand innovation balances elements of tradition and modernity, nostalgia and progress; bold yet warm; and Vietnam and the global.

- How have these changes impacted the company's brand value? In your opinion, what is the significance of innovation for brands and consumers?

According to a survey by Ipsos – the world's third-largest market research company, headquartered in France – in 2024, 73% of consumers perceived Vinamilk as innovative and creative, while 58% highly valued the brand's premium quality. Both of these key indicators increased significantly compared to the period before repositioning. This is a very positive initial result and aligns with Vinamilk's strategic direction.

Consumer feedback on Vinamilk's new brand image.

For brands, innovation is a highly significant metric. It's not just about public perception, but also a vital "survival capability" for the brand. Only through continuous innovation can strong, enduring, and sustainable brands be built. In the context of an increasingly fast-paced market, failure to innovate, and to innovate quickly, could lead to the loss of our position.

With Vinamilk's nearly 50-year journey and presence in 62 countries, we clearly see that innovation and creativity help enhance the value of goods and services both domestically and expand exports, improving the competitiveness of Vietnamese businesses and brands in the international market.

So, how should we understand the role of innovation for branding in today's new context, sir?

Mr. Nguyen Quang Tri: In the current context, talking about innovation isn't just about advertising and communication ideas; it needs to go further and deeper. For example, Vinamilk Green Farm Fresh Milk, launched in early 2024 with the advertising film "The Impossible," took a completely different approach. We patiently told the story of creating this vacuum-sealed milk product from our ecological farm. Following that was the multi-sensory exhibition "Journey to the Realm of Taste," aiming to touch consumers' emotions, not just the product experience.

Beyond just marketing campaigns, Vinamilk has invested heavily in advanced technologies unprecedented in Vietnam, such as vacuum packaging and ultrafiltration, to truly create breakthroughs in product quality. In fact, the success isn't just in the campaign and award-winning TV commercial; Green Farm fresh milk has had a "brilliant" year achieving impressive growth.

The Vinamilk Green Farm TV commercial and product launch campaign won the top prize at the Van Xuan Awards 2024.

Consumer demands are constantly increasing and becoming more sophisticated, requiring brands to continuously innovate for the better. For Vinamilk, alongside creativity, the spirit of "raise the bar" (always striving for improvement) is an extremely important element in the brand innovation process we are undertaking, to always bring customers better and better products and services.

- Along with the brand identity change, what new things is Vinamilk continuing to offer to win over consumers in the coming years? Or, in other words, what can consumers expect from the "new world" of the dairy giant Vinamilk?

Mr. Nguyen Quang Tri: July 2023 marked a significant milestone in Vinamilk's restructuring with the launch of its new brand identity. To date, most Vinamilk products have been given a "new look," and we continuously improve quality and apply new technologies to create breakthroughs. More than 125 products have been redesigned in a year. We are striving to ensure that every time consumers shop at Vinamilk, they will always be pleasantly surprised.

On average, in 2024, Vinamilk introduced a new product to the market every two days.

Besides developing and launching new products, Vinamilk also communicates and guides consumers to expand the purposes and occasions for using its products in creative ways, such as mixing and cooking. At the same time, it promotes personalized products that meet the specific nutritional needs of consumers, such as high-protein plant-based milk, high-protein lactose-free fresh milk, nutritional milk for the elderly, high-nutrition beverages, and drinks supplemented with hydrolyzed collagen.

Equally important is the user experience, both in-person and online. Vinamilk will continue to innovate in how it interacts and connects with users across multiple platforms, offering multi-touch and personalized experiences in a more youthful way, reflecting a modern lifestyle while still maintaining relationships with loyal consumers.

Vinamilk continuously launches new products, reaching a diverse range of consumers.

- As a Vietnamese National Brand and a Ho Chi Minh City Gold Brand, what is Vinamilk's message for development in the new era?

Mr. Nguyen Quang Tri: Vinamilk has always placed its mission on "caring" for a Vietnam that thrives in the new era.

We believe that every citizen has the right to access high-quality, world-class nutrition to care for themselves and their loved ones. Vinamilk is striving to bring high-quality, world-class nutritional products to consumers in Vietnam and wherever we are present in the world, across all income segments and age groups.

The value of individual brands will also contribute to the overall national brand. This is especially true for brands that have the ability to lead and create trends. In this era of growth, I believe that more Vietnamese brands will reach the world, not only with courage but also with a strong identity.

- If you were to ask me for three keywords that businesses need to equip themselves with in order to adapt, innovate, and achieve sustainable growth, what would they be?

Mr. Nguyen Quang Tri: The three keywords Vinamilk has chosen are: For the customer, Always striving for progress, and Decisive.

Thank you, sir!

Additional information

The Ho Chi Minh City Golden Brand Award is an official annual award of Ho Chi Minh City, recognizing and honoring businesses with impressive product and service brands that have made positive contributions to the city in terms of economy , society, branding, and sustainable development goals.

The Van Xuan Awards 2024 - Vietnam Creative Advertising Awards are organized by the Ministry of Culture, Sports and Tourism in collaboration with the Vietnam Advertising Association and the People's Committee of Ho Chi Minh City. This is one of the leading professional awards honoring outstanding achievements in the field of creative advertising in Vietnam.

Source: https://pnvnweb.dev.cnnd.vn/doi-moi-sang-tao-lam-nen-chat-vang-cho-thuong-hieu-vinamilk-20250109083013192.htm