Dr. Thanh: Small Actions, Big Meanings & Speak Up This Tet

Dr. Thanh is a famous Vietnamese soft drink brand produced by beverage group THP. The brand was a big success from its launch, but a legal dispute led to a major PR crisis that damaged both sales and public image. To revive the brand, April created a series of social media and CSR campaigns.

TẾT MỞ LỜI – KHỞI ĐẦU MỚI (SPEAK UP THIS TET, A NEW BEGINNING)

A surprise integrated PR campaign carrying a message from Dr. Thanh himself, which turned into a cultural movement: 11 million views of the official apology video, 60 million TV show views in earned media, 7,400 apology postcards sent through the microsite, 63,000 engagements on the official fanpage and an estimated 200 million impressions. The spirit of forgiveness peaked when, during one emotional episode, an anonymous donor called the TV station to fund a training centre for underprivileged children.