KINH DO: Confronting the Solid Waste Crisis

In a world where the Mid-Autumn Festival is losing its significance, Mondelez Kinh Do aims to reconnect with customers by positioning the brand as a desirable choice for gifting as well as encouraging people to buy and share mooncakes as part of their tradition. The project involved research and analysis, resulting in a white paper about Vietnam's solid waste crisis, aligning the brand's vision with the United Nations' SDGs. Additionally, it features three digital contents: a press release about the new Thu Mini Mooncake Collection, a social media post about tradition and modernity inspired by the tale of Chu Cuoi and Chi Hang, and blog as a call to reconnect with the traditional value of mooncakes.