Nestlé Vietnam has partnered with the Vietnam National Administration of Tourism to launch La Vie mineral water featuring 100 designs highlighting the top natural scenes of the country. With travel curbed due to COVID-19 restriction, bringing a piece of Vietnam to consumers throughout the country can be comforting. It also reminds consumers of their loved ones back home.
We have seen similar initiative by the Indonesian authority teaming up with packaged food producers to promote the beauty of Indonesia to the rest of the world. Unlike Indonesia, the La Vie marketing initiative is designed for local consumption.