1. Campaign Insight: When young people live fast but crave genuine connection
Targeting primarily young audiences, Coca-Cola identified a clear contradiction in this generation: they grew up alongside technology, accustomed to fast-paced life and instant connections, yet they crave deeper bonds with family, memories, and values that shape their identity. For this reason, Tet is no longer merely a festive occasion but a moment for young people to slow down, reflect on themselves, and seek a sense of belonging.
"As a young person accustomed to a hectic lifestyle, I value moments of pause even more: family reunions and a fulfilling Tet celebration. Technology can help me stay updated instantly, but memories and traditions require time to preserve. For me, Tet is where old and new intertwine, allowing me to carry family memories while weaving my own Tet experience."
2. Brand Strategy: From the “Thread” concept on threads to real actions
Instead of choosing the usual zodiac signs or Tet symbols, Coca-Cola centered the campaign around the concept of a “thread.” With the “Weaving” concept, each piece of user-generated content shared on Threads is treated as a small thread, collectively creating a diverse and personalized Tet tapestry.
In this campaign, AI technology is not used to replace creativity but to enable mass personalization, helping each user have a “Tet mat” reflecting their own identity. AI handles scale and execution, while humans preserve the emotional “soul.” More importantly, the campaign extends beyond digital spaces. From virtual “threads” on Threads, Coca-Cola translates them into real-world actions such as Zero-Cost Tet Market, clearly shifting from Storytelling to Story-doing. In this way, the brand not only narrates connection but actively creates value for the community.
3. Practical lessons for Vietnamese brands from Coca-Cola’s case study
Coca-Cola’s Tet 2026 campaign demonstrates that effective marketing is not just about creating a buzzworthy campaign but about converting every communication touchpoint into long-term brand value. From leveraging cultural Tet insights to consistent multi-platform execution, this campaign provides valuable perspectives for brands approaching Tet season. Here are the key takeaways for brands: key takeaways:
3.1. Context and content matter more than trends
Not every trend needs to be followed; the most important factor is understanding the behavioral structure behind the trend, especially during key occasions like Lunar New Year (Tet).
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Example: During Tet, when the market is flooded with “deep discount” messages, consumers no longer shop impulsively but compare carefully: value received, practicality for family, and post-Tet usage experience. Instead of repeating the discount race, brands should focus on clarifying product benefits, price justification during peak season, and the long-term value delivered.
3.2. Platforms are more than distribution channels
Each platform is a behavioral ecosystem with its own operating logic. Effective content is content that can “live” within that ecosystem.
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Example: A Tet message can be told through an emotional TVC on YouTube, but when posted on Threads, the brand needs to break the story into smaller “conversation fragments” so users can engage, respond, and help weave the story alongside the brand.
3.3. AI cannot create value without cultural connection
AI optimizes speed and scale but cannot replace strategic thinking. In practice, AI can generate dozens of Tet content variations, but if cultural connections such as “family reunion” or “intergenerational bonding” are misunderstood, the system merely amplifies a message lacking emotional depth.
3.4. Branding requires action, not just words
Brand trust does not stem from promises but is built through consistent experiences at every touchpoint along the customer journey — especially during Tet, when consumer emotions and expectations peak.
From a branding perspective, every action in a campaign is not just about short-term engagement but a tangible way for the brand to “show its identity.” Brands need to design activities that allow users to actively participate, share personal stories, or co-create content. This way, brand value is not just communicated but experienced directly.
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