BOLD84, a newly launched canned coffee brand, debuts with its campaign “The Shake Express”, transforming the bumps and jolts of Vietnam’s streets into a unique way of “brewing” coffee, delivering an authentic, urban-flavored experience.
Discover with Smartcom the deeper story behind “The Shake Express” – a bold move that connects BOLD84 with the energetic rhythm of urban Vietnamese life.
1. The Vietnamese coffee market BOLD84 aims to join
a. Background
In Vietnam, coffee isn’t just a beverage, it’s a cultural ritual deeply woven into the rhythm of everyday urban life. From a glass of iced milk coffee on a plastic stool by the sidewalk to the familiar sound of motorbikes zipping through the streets, coffee has become a symbol of a lifestyle that’s both familiar and full of energy.
As modern consumption trends evolve, younger generations, particularly Gen Z and Millennials, are seeking more than just flavor. They want experiences that are fast, convenient, and personally meaningful. According to the 2023 iPOS report, 59.5% of consumers are willing to spend over 41,000 VND per day just on coffee — a number that reflects coffee’s strong emotional and cultural connection in Vietnam.
At the same time, the ready-to-drink (RTD) coffee segment is rapidly growing, with an annual increase of 8–12% (Nielsen, Euromonitor). However, the market still lacks a standout brand that not only delivers quality but also tells a story and resonates with the fast-paced, expressive spirit of urban life.
b. Objectives
Communication objective
- Create media buzz to tell the brand story with a viral edge
- Foster engagement and build connections with young urban consumers
Marketing objective
- Increase brand awareness
- Position the canned coffee brand as “boldly Vietnamese” vibrant, distinctive and deeply connected to urban culture
c. Insight
The target audience of BOLD84 is the dynamic young generation in Vietnam, from students and office workers to freelancers who enjoy flexible, unstructured work styles. This group has a high demand for coffee, not just to stay alert but as an integral part of their lifestyle and daily routine. They enjoy coffee in various ways: spending hours at cafes to study or work, or grabbing a quick cup from mobile coffee vendors on the go.
An interesting habit among Vietnamese coffee drinkers is shaking the can before drinking, a familiar action that is often done incorrectly or skipped altogether. Many simply shake it lightly or forget to shake it at all. However, for pure coffee, especially canned ready-to-drink coffee, shaking is crucial because the coffee extract tends to settle at the bottom. Without proper mixing, the flavor won’t be fully balanced or satisfying.
2. Communication campaign “The Shake Express” of BOLD84
a. Creative idea: When the “potholes” in the road become the barista for BOLD84 canned coffee
Inspired by the everyday rhythm of Vietnamese urban life, where uneven roads, the constant hum of motorbikes, and every little bump are familiar sensations, BOLD84 has transformed these elements into the unique “flavor” of its canned coffee experience.
Instead of asking consumers to shake the coffee cans themselves – a step often skipped or done improperly, BOLD84 lets the streets do the work. As delivery vehicles navigate the winding alleys and bumpy roads, each can is naturally and perfectly “shaken.” These seemingly inconvenient jolts are precisely what blend the pure coffee extracts evenly, ensuring the full flavor bursts when it reaches the consumer.
A special thing is that customers can watch the entire shaking process live, from the moment they place their order to the final shake just before the can arrives at their door. Turning curiosity into excitement, consumers aren’t just waiting for a drink; they’re experiencing a dynamic, authentic moment in every move.
With The Shake Express, BOLD84 offers more than a product, it tells a story. Each can is not merely a ready-to-drink coffee but carries the journey, emotions, and vibrant pulse of Vietnamese urban life. This is how BOLD84 marks its identity: a canned coffee brand that embodies youthful energy, spontaneity, and rich Vietnamese character.
b. Campaign execution
Content Video
The campaign’s opening video makes a striking debut. Set to an energetic soundtrack, it showcases BOLD84 coffee cans being jostled along urban streets, attracting viewers to experience every shake. The video ends with the satisfying “psst” of the can opening—signaling the coffee is ready to enjoy.
The first two flavors introduced are Vietnamese coffee classics: sweetened milk coffee and black coffee. Both familiar and intriguing, they spark curiosity in their convenient canned form.
Social
On BOLD84 Vietnamese Coffee’s official Facebook and Instagram pages, images of the streets, seen as the unique “baristas” behind each can, are continuously updated throughout the campaign. Alongside these visuals are posts announcing free sample programs and useful tips for customers.
Following this content series, BOLD84 also shares deeper stories about the brand’s origins, helping consumers better understand Vietnamese coffee and the values BOLD84 represents. At the same time, the brand partners with the “Teach for Vietnam” program, highlighted by the TFV logo on every can, as a lasting commitment to supporting coffee-growing regions through educational initiatives that empower the younger generation in these areas.
Out of home
The outdoor billboards in the Thao Dien area are vibrantly designed, featuring compelling calls-to-action that encourage customers to quickly scan the QR code for an exclusive chance to enjoy a free BOLD84 canned coffee experience.
3. Looking back communication campaign of BOLD84
The “The Shake Express” campaign is not just an innovative way to deliver coffee, it’s how BOLD84 tells a story through the urban rhythm. From short videos capturing the coffee’s shaking journey on the bike seat through narrow alleys to vibrant outdoor billboards, everything contributes to spreading the spirit of the city’s constant motion, where every shake has a reason.
BOLD84 has chosen the most authentic features of Vietnamese urban life: potholes, the sound of motorbikes, and the fast-paced lifestyle as the core elements to build its brand. It’s a bold choice, but one that stays true to the brand’s identity: youthful, flexible, fearless of challenges, and always turning inconveniences into emotional touchpoints. Each can of coffee, therefore, carries not only a great taste but also a slice of city life: real, dynamic, and distinctly Vietnamese.
If you need expert advice on creative communication campaigns to position a brand, contact Smartcom – we’re always ready to partner with you.
