The History and Values of Biti’s: The Journey of an Iconic Vietnamese Brand

Founded in 1982, Biti’s is a well-known footwear brand in Vietnam. From its humble beginnings as a small shoe factory in Ho Chi Minh City, it has grown to become one of the leading footwear brands in the country. Over the years, Biti’s has been synonymous with quality products at affordable prices, making it a household name for many Vietnamese families.

The success of Biti’s can be attributed to its strong values and commitment to providing customers with comfortable and stylish footwear. Their motto, “Fashion for everyone,” reflects their belief that everyone should have access to fashionable and functional footwear, regardless of their income or social status. This philosophy has not only helped them gain a loyal customer base but has also earned them numerous awards and recognition.

Some of Biti’s most notable achievements include being voted as one of the Top 50 Most Valuable Brands in Vietnam by Forbes Vietnam in 2019 and receiving the Top 10 Most Trusted Brands award by Vietnam Report in 2020. These accolades speak volumes about the brand’s reputation and the trust they have built with their customers.

The history of Biti’s

The Core Value of Biti’s: “Family Love”

At the heart of Biti’s is the value of “Family Love.” This value goes beyond just being a slogan for the brand; it is deeply ingrained in every aspect of their business operations. From their employees to their customers, Biti’s believes in building long-lasting relationships based on love and trust. This value is the driving force behind their decision to collaborate with Coca-Cola to launch the “Celebrate Every Greatness” campaign.

Coca-Cola and Its Impact on Vietnamese Culture: A Match Made in Heaven

Coca-Cola, the world-renowned beverage brand, has been operating in Vietnam since 1994. Over the years, it has become an integral part of Vietnamese culture and daily life. The brand’s iconic red and white logo can be seen everywhere, from street vendors to high-end restaurants. With its refreshing taste and uplifting message of “Open Happiness,” Coca-Cola has captured the hearts of many Vietnamese consumers.

But what makes Coca-Cola stand out in Vietnam is not just its popularity, but also its commitment to making a positive impact on society. The brand has been actively involved in various social and environmental initiatives, such as providing clean water to rural communities and promoting sustainable practices. This dedication to creating a better world aligns perfectly with Biti’s core value of “Family Love.”

Coca-Cola, the globally recognized beverage brand, has been present in Vietnam since 1994

The Birth of “Celebrating Every Greatness” Campaign: Spreading Happiness and Love Through Shoes and Beverages

The idea for the “Celebrate Every Greatness” campaign was born out of the desire to spread love and happiness in the community. In a joint effort, Biti’s and Coca-Cola aimed to create something that would resonate with Vietnamese families and remind them of the importance of cherishing small moments and connections.

The campaign launched in 2017 and has since become an annual tradition, with new editions released every year. The campaigns revolve around the concept of celebrating everyday greatness, which refers to the little things that make our lives special, such as spending time with family, appreciating nature, or having a good meal together.

With this campaign, Biti’s and Coca-Cola wanted to go beyond simply selling products; they wanted to connect with their customers on an emotional level and create meaningful experiences that would stay with them for a long time.

The Marketing Strategy Behind “Celebrating Every Greatness”

To successfully execute the “Celebrate Every Greatness” campaign, Biti’s and Coca-Cola employed several marketing tactics, including:

1. Emotional Storytelling: The cornerstone of this campaign is emotional storytelling. Each advertisement tells a heartwarming story that resonates with Vietnamese families, tugging at their heartstrings and encouraging them to celebrate the little things in life.

3. Collaboration with Influencers: To reach a wider audience, Biti’s and Coca-Cola collaborated with popular influencers in Vietnam who are known for their strong family values. These influencers shared their personal stories and experiences with the campaign, further amplifying its message.
4. Interactive Social Media Campaigns: The brands also leveraged social media platforms, such as Facebook and Instagram, to engage with their target audience.
5. Limited Edition Products: Additionally, Biti’s and Coca-Cola released limited edition products, such as shoes and cans/bottles, featuring designs inspired by the campaign’s theme. This strategy not only generated buzz around the campaign but also acted as a souvenir for customers to remember the campaign by.

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The “Celebrate Every Greatness” campaign was conceived with the aim of spreading love and happiness throughout the community

Campaign 1: “The Day of Family” – Honoring the Meaningful Connection Between Family Members

The first edition of the “Celebrate Every Greatness” campaign was launched in 2017 under the theme of “The Day of Family.” This campaign aimed to celebrate the bond between family members and the small yet significant moments they share together.

The Advertisements

The advertisements for this campaign featured different scenarios where family members come together to enjoy simple activities like watching TV, cooking, or playing games. These moments are made special by the presence of loved ones and serve as a reminder of the importance of cherishing time spent with family.

One advertisement, in particular, stood out, showcasing a grandfather teaching his grandson how to ride a bicycle. This touching scene struck a chord with many viewers, evoking feelings of nostalgia and warmth.

Limited Edition Products

To complement the campaign, Biti’s and Coca-Cola released limited edition shoes and cans featuring designs inspired by the “Family Day” theme. The shoes came in different colors and were adorned with images of a family holding hands, symbolizing togetherness and love. Similarly, the cans featured illustrations of family members engaging in various activities, such as playing sports or having a picnic.

The products were received with great enthusiasm from both loyal customers and new ones who were drawn in by the emotional message behind the designs.

The Impact of the Campaign

The “Family Day” campaign was a huge success, garnering millions of views on social media and widespread coverage in local news outlets. The emotionally charged advertisements struck a chord with Vietnamese families, leading many to share their own moments of everyday greatness on social media. Moreover, the limited-edition products were sold out within a short period, indicating the strong consumer demand for meaningful and heartwarming campaigns like this.

Campaign 2: “The Story of Big Feet” – Celebrating the Diversity and Beauty of Vietnam’s Youth

In 2018, Biti’s and Coca-Cola launched the second edition of the “Celebrate Every Greatness” campaign with the theme of “The Story of Big Feet.” This campaign aimed to celebrate the diversity and beauty of Vietnam’s youth, regardless of their physical appearance.

The Advertisements

The advertisements for this campaign featured young people from different walks of life, showcasing their unique traits and talents. The focus was on celebrating individuality and embracing differences, instead of conforming to societal standards of beauty.

One particular advertisement that stood out was the story of a young girl with big feet, who was often made fun of by her peers. However, through the support of her friends and family, she learns to embrace her uniqueness and becomes confident in her own skin.

Limited Edition Products

The limited-edition products for this campaign included shoes and bottles/cans with designs inspired by the theme of “Big Feet.” The shoes came in various sizes, including larger ones, symbolizing that there is no such thing as a perfect size when it comes to beauty.

Similarly, the bottles and cans featured illustrations of young people with different physical attributes, promoting the message of inclusivity and diversity.

The Impact of the Campaign

The “Big Feet” campaign received a positive response from the public, with many praising the brand’s efforts to promote body positivity and self-love. The advertisements resonated with many young people who could relate to the struggles of not conforming to society’s standards of beauty.

Moreover, the limited-edition products sold out quickly, indicating the success of the campaign in capturing the attention and support of consumers.

Campaign 3: “From Childhood to Adulthood” – Acknowledging the Support of Parents in a Child’s Growth

In 2019, the third edition of the “Celebrate Every Greatness” campaign was launched under the theme of “From Childhood to Adulthood.” This campaign aimed to acknowledge the crucial role parents play in a child’s growth and development.

The Advertisements

The advertisements for this campaign depicted the journey of a child growing up and how their parents’ love and support played a vital role in shaping them into the person they become. From learning to walk graduating from university, these small yet significant moments are celebrated and cherished by both the child and their parents.

One advertisement that struck a chord with the audience was the story of a single father raising his daughter. It showcased the sacrifices he made to provide for her and the special bond between them, emphasizing the message that family love knows no bounds.

Limited Edition Products

The limited-edition products for this campaign featured shoes and cans/bottles with designs inspired by the theme of “From Childhood to Adulthood.” The shoes came in different sizes, symbolizing the journey of growth from a child’s small feet to adult-sized ones.

The cans and bottles featured illustrations of parents and children engaging in various activities together, highlighting the importance of family bonds and support in a child’s life.

The Impact of the Campaign

The “From Childhood to Adulthood” campaign received an overwhelming response from the public, with many praising the brand for acknowledging the vital role parents play in a child’s life. The emotionally charged advertisements resonated with many Vietnamese families, leading them to share their own stories and moments of everyday greatness on social media.

Moreover, the limited-edition products were once again sold out quickly, demonstrating the success of the campaign in capturing the hearts of consumers.

Campaign 4: “Happy Birthday, Vietnam” – Paying Tribute to the Nation’s Development and Progress

In 2020, Biti’s and Coca-Cola launched the fourth edition of the “Celebrate Every Greatness” campaign under the theme of “Happy Birthday, Vietnam.” This campaign aimed to pay tribute to the nation’s development and progress over the years.

The Advertisements

The advertisements for this campaign showcased the nation’s development through the eyes of a family, portraying how far Vietnam has come and how its people have overcome challenges together. These ads celebrated the spirit of resilience and unity that is ingrained in Vietnamese culture.

One advertisement that stood out was the story of a family who reminisces about the past and celebrates the present, highlighting the progress and achievements of the nation and its people.

Limited Edition Products

The limited-edition products for this campaign included shoes and cans/bottles with designs inspired by the theme of “Happy Birthday, Vietnam.” The shoes came in different colors, symbolizing the diversity and progress of the nation, while the bottles and cans featured illustrations of iconic landmarks and symbols of Vietnam, such as the lotus flower and the Vietnamese flag.

The Impact of the Campaign

The “Happy Birthday, Vietnam” campaign received widespread positive feedback from the public, with many expressing their pride in the nation’s achievements. The advertisements struck a chord with Vietnamese families, who were reminded of the progress and development they have been a part of.

Similarly, the limited-edition products were once again sold out quickly, indicating the success of the campaign in connecting with consumers and promoting national pride.

Conclusion: The Power of Connecting Brands and Consumers Through Emotional Storytelling

The “Celebrate Every Greatness” campaign by Biti’s and Coca-Cola is a testament to the power of emotional storytelling in marketing. By using relatable and heartwarming stories, these brands were able to connect with their target audience on a deeper level, promoting their core values and strengthening their relationship with consumers.

Moreover, this campaign has also highlighted the impact of collaboration between two iconic brands. Biti’s and Coca-Cola’s shared values and commitment to making a positive impact on society have made them an ideal pair in spreading love and happiness in the community.

In today’s digital age, where consumers are bombarded with various advertisements and marketing messages, campaigns like “Celebrate Every Greatness” stand out for their authenticity and emotional appeal. They remind us that, amidst the chaos and distractions of daily life, it is crucial to take a step back and appreciate the little things that make life special. And what better way to do that than with a pair of comfortable shoes and a refreshing bottle of Coca-Cola?