Kiêu Nhưng Không Căng

Developed from the big idea DA ĐẸP CỨ KIÊU, the creative concept, KIÊU NHƯNG KHÔNG CĂNG, cleverly plays with the dual meanings of "Kiêu Căng" (arrogant) and "Căng" (swollen) in Vietnamese. It delivers a positive message that encourages individuals to embrace confidence and pride while overcoming the challenges of swollen pimples. The campaign is structured in three phases and follows the Attention, Engagement, and Action framework. Its primary objective is to raise awareness among the target audience, Gen Z, about Kiehl's as a leading brand in acne treatment. The campaign places specific emphasis on promoting their new product, the liquid invisible patch.