The campaign draws on Vietnam’s weaving heritage, using the metaphor of individual “threads” to represent the diverse personalities and experiences that come together during the Lunar New Year.
According to the company, the campaign highlights the balance between long-standing traditions upheld by older generations and the creativity and energy of younger family members. This theme is reflected in a Tet short film that uses artificial intelligence technology to reinterpret the familiar family reunion narrative, focusing on moments of togetherness.
A Coca-Cola Vietnam representative said the campaign aims to demonstrate how cultural values can be expressed through contemporary creative approaches, while still preserving their original meaning.
Festive packaging showcases the golden swallow with blossoms, lucky coins, and envelopes, sharing warm New Year wishes. Photo courtesy of Coca‑Cola |
As part of the campaign, Coca-Cola will roll out digital activities linked to updated Tet-themed products and offer limited-edition items such as decorative firecracker strings, lucky money envelopes, and Tet tablecloths inspired by traditional dining customs.
The company is also running a consumer promotion titled “Unpack Tet, Hunt for Top Prizes,” from Dec. 1, 2025, to Feb. 22, 2026. The promotion includes daily chances to win prizes, including smartphones, alongside other rewards.
Alongside marketing activities, Coca-Cola Vietnam stated that it continues to support community and sustainability initiatives. Through The Coca-Cola Foundation, US$300,000 will be provided to the Vietnam Red Cross and CARE Vietnam, with an additional US$45,000 in in-kind contributions from Coca-Cola Vietnam, to assist communities affected by storms.
The “Zero-VND Tet Market” programme, now in its fourth year, will also continue, providing support to households facing financial hardship during the holiday period.
The company said the Tet 2026 campaign is intended to mark the close of the year while encouraging families to spend time together and reflect on shared values as they welcome the new year.
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