In an energy drink market demanding deeper connections with consumers, RICE partnered with Lipovitan – the renowned Japanese energy drink brand – to execute the long-term “Energy for Life” campaign from May to December 2025. This project transcended traditional product promotion, becoming a humanitarian journey that tapped into the latent strength of ordinary laborers.
Client Objectives: Strategic Goals
Based on Lipovitan’s strategic direction, RICE established four core objectives to strengthen the bond with the target audience of manual laborers and office workers (aged 26-50):
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Showcase Brand Authority: Position Lipovitan (with Taurine and Honey) as the go-to energy source for hardworking individuals across diverse occupations.
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Emotional Engagement: Create compelling stories featuring real people in their actual work environments rather than polished, staged scenarios.
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Strengthen Brand Relatability: Demonstrate how Lipovitan supports individuals in overcoming specific daily physical and mental challenges.
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Highlight Regional Identity: Emphasize unique professions in Central Vietnam, showcasing the grit required to handle the physical demands of these jobs.
Brand Concept: Energy for LIFE
The soul of the campaign was rooted in a deep brand philosophy regarding the people and land of Central Vietnam:
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Understanding Challenges: In Central Vietnam, harsh climates (storms, floods) and difficult terrain in provinces like Nghe An and Quang Tri create significant barriers to development.
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Celebrating Resilience: Locals do not just battle nature; they face the daily weight of earning a living. Despite this, they remain resilient and never surrender to obstacles.
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Lipovitan’s Role: The brand commits to standing alongside these individuals, providing the support and strength needed to power through every life challenge.
Creative Strategy & The “Big Idea”
From these strategic objectives and brand concepts, RICE realized a symbolic creative theme:
BIG IDEA: 6 LIVES, 6 PROFESSIONS, 1 ENERGY SOURCE
“Energy for Life – Powering Everyday Heroes”
The campaign focused on a video story series, each spotlighting a different individual from a unique profession. Selecting specific jobs in Central Vietnam added cultural richness and regional identity to the brand storytelling.
Implementation: How RICE Delivered the Value
RICE applied a professional production process with a tight three-part storytelling structure for every video:
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Phase 1 – The Challenge (Opening): Authentically portraying the fatigue, harsh weather, and physical pressure workers face.
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Phase 2 – The Energy Boost: The moment the character uses Lipovitan to instantly “recharge,” highlighted by dynamic transition effects.
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Phase 3 – Transformation & Success: Closing with the character becoming focused, determined, and successfully completing their task with renewed strength.
RICE managed the entire project, delivering a total of 38 video assets (including TikTok vertical clips, YouTube full horizontal versions, and highlight reels) for 12 real-life characters across various traditional and modern industries.
Results: Explosive Multichannel Impact
The “Bền Sức Vững Nghề” series created a powerful wave of interest across social media platforms, proving the immense appeal of authentic storytelling. The campaign reached a massive audience, achieving over 7.8 million total views:
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TikTok: The series achieved an impressive 5,518,650 views, demonstrating the viral power of short-form content focused on overcoming adversity.
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Facebook: Posts within the series—including highlights reaching 501K, 306K, and 305K views—contributed to a total of 1,624,400 views.
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YouTube: The 12 official episodes attracted approximately 718,000 views, with Episode 7 (My Trach Sedge Mat Village) leading the series with 126,000 views.
These metrics are more than just numbers; they prove that Lipovitan successfully touched the hearts of consumers, building an image of a brand that truly understands and empowers the “everyday heroes” of Vietnam
See More:
- Corporate Video Showcase 2021-2022
- Campaign Case Study: Chickita – Rebranding to Target Gen Z
- Campaign Case Study: C.P. Vietnam | Yêu cơm mẹ nấu – Nấu cơm mẹ yêu
The “Bền Sức Vững Nghề” series stands as a powerful testament to RICE’s ability to blend strategic cultural insights with authentic storytelling, transforming a brand campaign into a profound tribute to the enduring spirit of Vietnam’s everyday heroes.
