Fami – the soymilk brand with almost 80% market shares – has always been the product that every family member loves and shares thanks to its enjoyable taste. Being a common product that all members can share happiness, it strengthens Fami’s role in fostering family values. This motivates Fami to move further in fulfilling its brand purpose and the message “Family is where happiness is genuinely shared” by celebrating Vietnamese Family’s Day 28/6.
It goes without saying that, families nowadays are different from what they were years ago, driven by constant societal shift. Everyone gets busier, children have extra classes, young adults live far from hometown, parents return home late, and so one, these lesser occasions when family members gather for dinners. The society has been witnessing the prevalence of modern families of single moms or of gays and lesbians. Actually, traditional portrayal of a family no longer exists and the community has became more tolerant of those modern family forms, which eventually challenges the way brands talk about family values. This shift, on the other hand, inspires Fami – a family brand – to tap on family values with a contemporary approach to connect with today’s consumers.