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[Vietnam] detergent maker's 'truth-telling' commercial draws attention amid hoaxes

  • Release date: May 28, 2020
  • 2630 Views

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210,000 views on Facebook in one month of publication.

A commercial for detergent manufacturer Seventh Generation, released on Facebook in April 2020, is making headlines. The commercial struck out the usual advertising slogans such as long-lasting scent and eye-catching packaging, emphasizing that the reason it doesn't have a long-lasting scent is because it's derived from 100% natural ingredients, and the reason it doesn't have eye-catching packaging is because it's in reusable plastic packaging, emphasizing that it's environmentally friendly.
Internet use has increased due to the curfew imposed by COVID-19, and major telecoms company Viettel has been offering services such as doubling the cap on contracted telecoms charges at no extra charge. On the other hand, false rumors about the deaths of infected people have been spreading on the Internet, and in the midst of information exhaustion, the concept of the "truth-telling" commercial was well received. As of April 30, a month after its release, the commercial has been viewed 210,000 times.

Tired of false and uncertain information, the commercial that tells the truth is well received

In Vietnam, bleaching food products with bleach to make them look better has often caused problems, and has often caused an uproar with disguises found in coconuts in 2013, radishes and other crops in 2017, and cattle offal in 2018; COVID-19 has also resulted in deaths due to infection. A man has been convicted of six months in prison for spreading a false rumor that he was a "good" person. In this climate of information unease, commercials that speak the truth in an open and honest manner while being environmentally friendly meet the needs of the middle and upper class, who can afford to live in a more affluent lifestyle, as well as the conscious consumers who have experience living abroad, and are thus well received.

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This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher.

Translated by DeepL, AI Translator

  • TNCアジアトレンドラボ

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    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers. http://tnc-trend.jp/

  • Intage Inc

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    Intage Inc.

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