Little notes from love

Những nhắn nhủ từ yêu thương w w w . h a n h m i n h n g u y e n . c a r b o n m a d e . c o m

FAMI soya milk has recently been positioned as a

brand for families. This could be inferred from the

brand’s recent tagline “Home is where FAMI is”

featured in several TVCs.

This is the point where a campaign is needed to

strengthen this positioning and to engage more actions

from consumers.

The idea L i t t l e n o t e s f r o m l o v e

Milk cartons are put together in six-packs

The idea is to put in each six-pack six little notes (each

one is attached to one carton).

In each note, there’s a request for the buyer to do

something for someone in the family (or just someone they

love).

The idea L i t t l e n o t e s f r o m l o v e

There are 30 requests in total, randomly put in all the six-

packs across the country.

The requests are mixed, which means when someone who bought a

six-pack has completed six requests in that pack, and now

have bought another pack, she may find some requests she

already did, and some are new.

Please see the example as follow.

Example L i t t l e n o t e s f r o m l o v e

This is a family. FAMI soya milk is their favorite drink.

Example L i t t l e n o t e s f r o m l o v e

The son drinks FAMI and finds the note on the carton, saying

“Say I love you to someone you love most, in person.”

Example L i t t l e n o t e s f r o m l o v e

He says it to his mom.

The idea L i t t l e n o t e s f r o m l o v e

Behind each note, there is a piece of a picture.

The whole picture consists of 30 pieces and is only

completed if someone collects all 30 requests from FAMI.

This encourages people to buy more and seek out for all the

pieces.

They then take a picture of that and send it to FAMI to

receive a big prize from the brand.

Event on the side L i t t l e n o t e s f r o m l o v e

In case someone just collects the notes and doesn’t actually

act on the requests, there’s a smaller contest on the side.

Buyers are asked to take pictures of each moment they act on

the request, write limited words about it and send it to

Vinasoy’s facebook. They get a prize for good stories and

good performance of words.

L i t t l e n o t e s f r o m l o v e Những nhắn nhủ từ yêu thương