Masan · 2016
THE GAP
Vietnam doesn’t just drink coffee.
It understands it.
In a nation obsessed with phin-brewed coffee, claims fall flat — and shortcuts are rejected.
For an instant coffee brand, credibility was the real challenge.
THE INSIGHT
Every coffee drinker knows one thing: the first extracts matter most.
The earliest drops — pulled at the highest temperature — carry the deepest, most intense flavour.
That belief was already cultural truth.
THE MOVE
Borrow credibility from ritual.
Instead of competing with phin coffee, build on what people already respect about it.
THE IDEA
First Extracts.
A positioning rooted in coffee knowledge — Vinacafé Chat captures the first extracts at high temperature to deliver a bold, authentic phin-like taste.
The message wasn’t shouted.
It was explained — simply, confidently, and credibly.
THE OUTCOME
Vinacafé Chat carved a clear and talkable distinction.
• Established instant coffee with phin-level credibility
• Created a memorable positioning grounded in real coffee understanding
• Earned relevance in a category where trust is everything
Vinacafé Chat didn’t claim superiority.
It earned it — through understanding.
The ‘First Extracts’ Campaign
Masan · 2016
THE GAP
Vietnam doesn’t just drink coffee.
It understands it.
In a nation obsessed with phin-brewed coffee, claims fall flat — and shortcuts are rejected.
For an instant coffee brand, credibility was the real challenge.
THE INSIGHT
Every coffee drinker knows one thing: the first extracts matter most.
The earliest drops — pulled at the highest temperature — carry the deepest, most intense flavour.
That belief was already cultural truth.
THE MOVE
Borrow credibility from ritual.
Instead of competing with phin coffee, build on what people already respect about it.
THE IDEA
First Extracts.
A positioning rooted in coffee knowledge — Vinacafé Chat captures the first extracts at high temperature to deliver a bold, authentic phin-like taste.
The message wasn’t shouted.
It was explained — simply, confidently, and credibly.
THE OUTCOME
Vinacafé Chat carved a clear and talkable distinction.
• Established instant coffee with phin-level credibility
• Created a memorable positioning grounded in real coffee understanding
• Earned relevance in a category where trust is everything
Vinacafé Chat didn’t claim superiority.
It earned it — through understanding.
