Sang is ready to bring “Robussin’” to the masses via its new advertising campaign.
Leaning into its hyper-caffeinated positioning (220 mg per 8 oz can), the ready-to-drink Vietnamese coffee brand is debuting a new video spot today on digital platforms (TikTok, Instagram, Facebook, YouTube and the Sang website) that shows just what happens when a Vietnamese Granny gets her hands on one of the brand’s uber-potent brews.
You can guess what happens next: the sniffing of eucalyptus oil, some intense karaoke and the busting of moves – all fueled by SANG’s 100% Vietnamese Robusta blend.
The ad is meant as a fun and quirky tribute to mothers and grandmothers, the heart of most Vietnamese families, explained founder and CEO Lan Pham.
“SANG is a celebration of Vietnam: its food, its people, and its culture,” Pham told BevNET in an email Monday. “Our goal with this ad was twofold. One was that we wanted to highlight how great robusta coffee is.. and [two, we] wanted to educate and encourage more people to swap their basic Arabica coffee for Robusta.”
The cultural ties to Vietnam extend to behind the camera: the ad’s song, “Robussin’”, was written and performed for the campaign by Mixed Miyagi, a Nigerian/Vietnamese rapper, and the video itself was produced and directed by Theone Ly, who is also Vietnamese.
Beyond Vietnamese culture, the ad also showcases the table stakes for success in the highly competitive RTD coffee set. The marketing push comes as Robusta and Vietnamese coffee culture is generating momentum in CPG thanks to the success of women-led brands like Nguyen Coffee Supply and Copper Cow Coffee.
Attention and awareness are always the goal, but for a young brand with limited resources like hers, Pham noted that the expenditure was worthwhile.
“Any brand can just rattle off facts about Robusta coffee beans or their product, but not many can lead with entertainment, and a way to get people to actually care enough to pay attention,” she wrote.
Generating awareness is particularly important as the campaign coincides with Sang’s nationwide launch with Target (1,400 stores) and ahead of more distribution gains next month including “two big regional chains with a total of 450 stores” and “a large national retailer with 242 stores,” according to Pham.
On Target shelves, the product will have an AAPI insert with Pham’s picture and a short blurb with information on the brand. Those doors build on Sang’s existing presence in 264 Meijer stores and 450 Stop and Shop locations. On shelf, Traditional and the two Saigon Cinnamon Lattes (Oat Milk and Dairy) have emerged as top sellers amongst the brand’s five flavors.
“While launching SANG, I was told by several potential investors that the RTD industry was already so concentrated and that no one would typically go for ‘Asian flavors’ or anything out of the ordinary. But within our first year, we’ve seen that this could not be further from the truth,” she wrote.
With a first video ad under its belt, what advice does Pham have to share to young brands considering attempting their own? “Have fun and know your brand.”