Suntory PepsiCo Beverages Vietnam has launched the Japanese brand, C.C. Lemon, in Vietnam with communications created by BBDO Vietnam.

The new 60-second commercial focuses on the ‘lively’ and healthy feeling the drinker enjoys with C.C. Lemon, which is high in Vitamin C. This is illustrated through communications adopting the ‘musical’ genre, which evokes the uplifting physical and emotional effects that one receives when refreshed with lemon and Vitamin C.

“We really liked how BBDO approached the launch and their campaign idea.” said Mario Suzuki, Marketing Director Suntory Brands of Suntory PepsiCo Beverages Vietnam. “We’ve had a great time working with their team, and strongly believe C.C. Lemon will be a big hit in the Vietnam market.”

David Smail, Chairman and Executive Creative Director of BBDO Vietnam added, “When we were thinking bright yellow and liveliness, it just made sense to go with a big Broadway musical number. It’s fun, eye-catching and certainly ‘lively’.”

BBDO Vietnam has been working on the C.C. Lemon launch strategy for Vietnam since July 2013, and won the assignment for the communications last November, in a three-way pitch.

The campaign is just the beginning of C.C. Lemon’s foray into the market, which is also supported by street posters, outdoor, digital and activation.