Tet 2025 is approaching, this is the golden time for FMCG brands to build a breakthrough communication strategy to dominate the market and increase consumer appeal. How to create a deep impression and effectively boost sales during this highly competitive holiday season? Discover 5 effective communication strategies with NOVA Media through the article below.

FMCG Industry Overview 2024

The global fast-moving consumer goods (FMCG) industry is estimated to reach a value of US$15.36 trillion by 2024, growing at a compound annual growth rate (CAGR) of 5.4%. In Vietnam, FMCG industry revenue in the first half of 2024 increased by 7% year-on-year, especially in the packaged food and beverage categories. The growth of e-commerce contributed 20% of total sales, showing that online consumption demand is growing strongly.

Online consumer demand to increase sharply in 2024

Changing consumer behavior during Tet season

The 2025 Tet holiday is expected to witness many changes in the shopping behavior of FMCG consumers. The rise of e-commerce will promote online shopping, especially on platforms that integrate AI and personalize experiences. Consumers will prioritize green, sustainable products that are in line with the healthy living trend. In addition, the demand for Tet gifts with deep cultural meaning and unique designs will increase, along with interest in big year-end promotions.

05 Effective FMCG communication strategies for Tet 2025

Faced with rapid change, the FMCG industry needs effective communication strategies to welcome Tet 2025. Below are 05 effective communication strategies for the FMCG industry:

Using AI

On the occasion of Tet 2024, many brands such as Pepsi, Knorr and Coca-Cola have pioneered the use of AI in communication campaigns. AI supports the creation of Key Visuals, acts as a virtual assistant, and produces fully automated advertising videos. Although controversial because AI is increasingly "real", this technology brings a new breeze, increases creativity and competition in the market. This is a trend worth considering for Tet 2025 campaigns.

Pepsi applies AI in newly launched products

Using Gamification

In the context of Shoppertainment's rise, integrated game campaigns are increasingly attracting users, typically Dragon Gem of Bia Saigon or Kennection of HEINEKEN with high interactivity and many attractive rewards. Brands can deploy games on applications or websites, combining with Influencers and KOLs to increase communication effectiveness. With the demand for entertainment increasing sharply during Tet, gamification helps maintain connection with users and creatively enhance brand recognition.

Music Marketing Strategy  

During the 2024 Tet season, Rap became a prominent trend when many FMCG brands incorporated this material into their communication campaigns. For example, Pepsi with “Bring Tet home,” Kitkat with “Tet relax, do not stress,” and “Tet comes” from Masan Consumer made a strong impression.

The explosion of music shows at the end of 2024 such as Anh Trai vuon ngan cong gai, Anh Trai say hi, Chi dep dap gio xuoc song,... opens up opportunities for collaboration between brands and artists. This helps increase brand awareness, while stimulating shopping behavior through the influence of celebrities.

The program "Anh trai say hi" opens up opportunities for collaboration between artists and brands

Organize CSR activities

Tet is a special occasion for brands to demonstrate their social responsibility and enhance their positive image. In the FMCG industry, the right CSR strategy not only helps brands connect with customers but also creates a difference in the competitive market.

During Tet 2024, many brands such as Pepsi, Lifebuoy and OMO have implemented programs to donate plane tickets and cars to disadvantaged workers and students to return home for Tet. It is predicted that these CSR activities will continue to bring positive effects during Tet 2025.

Create Brand challenge

Tet is a time to relax and connect, and this is an opportunity for brands to create hashtag campaigns, challenges or competitions on social media to increase interactions. Especially for FMCG products such as tea, milk, spices or cosmetics, brands can convey meaningful New Year messages and at the same time boost sales through these activities.

In the context of increasingly fierce competition, FMCG brands need to find new and effective communication strategies to attract consumers during the 2025 Tet season. Applying new technologies, combined with entertainment trends and creative strategies, not only helps increase revenue but also strengthens the connection between brands and customers.

To do this effectively, businesses can turn to NOVA Media, which provides comprehensive solutions to optimize Brand development strategies. With experience and expertise, NOVA Media will accompany you on the journey to build a sustainable and strong Brand!

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