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La Vie’s transformation began with a belief: nature has the power to bring calm to modern chaos. This idea shaped the repositioning campaign “Chút Yên từ Thiên Nhiên”—“Positive Nature Regenerates Your Loud Life”—which redefined the brand from a challenger to a meaningful market leader.
Innovation followed with La Vie Vị Dịu Nhẹ, launched to meet emerging consumer needs for gentler, more mindful hydration. The brand’s digital shift, powered by strong personalization, reignited engagement and delivered double-digit growth in a declining segment.
At its core, this transformation was future-facing—anchored in a clear sustainability promise that continues to guide La Vie’s role in a more responsible and regenerative future.
My motto when doing Marketing is "Being truly positive empathizer towards consumers’ life & staying non-stop passionate learner & progressive achiever to quest for new innovative solutions to support them towards better life."
Post-COVID, La Vie was facing a growing disconnection with consumers. I knew we needed more than just a campaign—we needed to reawaken our purpose. That’s when we relaunched La Vie’s brand positioning: “Positive Nature Regenerates Your Loud Life”. Alongside that, we introduced the “5-Sense Regeneration Guide with Nature”—a brand service platform that helped people reconnect with nature in their daily lives. This shift transformed La Vie from just another healthy hydration option into a truly meaningful Nature Regeneration Partner.
The impact was clear: La Vie moved from second place to a significantly leading brand in terms of Brand Power, grew faster than the category, and was honored with 35 awards—from MMA (Vietnam, APAC, Global) to PR Awards Asia-Pacific, Kotler, and even Nestlé Global CEO recognition.
We didn’t stop there. To break the barrier of unfamiliar taste and invite more consumers to healthier choices, especially in Southern Vietnam, we launched La Vie Vị Dịu Nhẹ—the first Light Natural Mineral Water variant in Nestlé’s global portfolio. It was a bold move, but it paid off. La Vie led in new user recruitment and grew at almost double the rate of the category.
Sustainability was another critical piece. We didn’t want to just do less harm—we wanted to regenerate. That’s why we recrafted and launched La Vie’s Sustainability Promise: “Nature Regeneration for Vietnam.” It wasn’t just about the environment—it was about inspiring Vietnam’s urban youth to take regenerative breaks with nature for a more balanced, sustainable life. And the results followed—La Vie’s sustainability attributes shifted from number two to number one.
This journey wasn’t only about growing the brand. It was about making La Vie matter again—in every sense.