OVERVIEW
Marine Boy is a beloved fish-shaped snack brand in Vietnam, proudly owned by the Orion Group. For years, Marine Boy has held the top spot as the most favored snack among Vietnamese children. Embracing the theme of "Intelligence" to spark imagination in young minds, Marine Boy weaves enchanting tales and immersive underwater adventures. These stories, featuring superhero fish biscuits (Marine Heroes), captivate children and ignite their creativity through exciting games and activities.
Beyond being a delightful treat, Marine Boy conveys uplifting messages about protecting the marine environment and fostering a passion for learning about sea creatures. This not only raises children's awareness about the importance of nature conservation but also nurtures their curiosity and knowledge about the natural world.
CHALLENGES AND BRAND STRATEGY
Despite strong brand recognition, Marine Boy has faced a decline in product loyalty, compounded by the lasting effects of the COVID-19 pandemic, which has hindered recovery and market reintegration. To tackle this challenge, Marine Boy is committed to launching an eye-catching and vibrant product line for Tet 2024, featuring both familiar and impressive new characters.
The campaign taps into the insight that children desire positive beginnings, with hopes for a year full of breakthroughs and achievements. As a fish-flavored snack brand, Marine Boy has developed its characters around the concept of “Cá chép hóa rồng - Fish turning into Dragon.” This imagery is meant to encourage children to strive in their studies and efforts, inspiring them to overcome challenges and achieve greater success, just like the persevering carp that transforms into a dragon, changing its destiny.
SOLUTION
To differentiate from previous seasons and align with the Tet atmosphere, the packaging layout and design language need to be more vibrant and expansive. Additionally, the character designs will receive meticulous attention, transitioning from 2D to sophisticated 3D representations.
The characters Walee, Dopi, and Sacko will be depicted as lion dance performers, embodying the traditional lion and dragon dance. The designs will incorporate elements from the art of lion dancing, such as climbing poles and traditional deities. The koi fish character, on the other hand, will be portrayed as a dragon carp, a special symbol in Vietnamese culture representing perseverance, determination, and the hope for a prosperous and fortunate new year, overcoming the hardships of the past year.
The nature of Marine Boy’s product is that it is a snack for kids, so it inherently possesses an eye-catching, lively, dynamic, and cheerful quality. For this Tet product, in addition to enhancing these attributes, it must also capture the festive spirit of Tet.
In contrast to previous seasons, the back of the box will feature collectible cards for children. For Tet 2024, Marine Boy is sending consumers 8 meaningful Tet greetings along with the images of the Lion and Dragon:
Cầu được, ước thấy – Xuân như ý (Dreams Fulfilled, Wishes Granted)
Phúc ngập, lộc tràn – Tết phồn vinh (Abundant Blessings, Overflowing Fortune)
Tân niên, hạnh phúc bình an tiến (A New Year of Happiness and Peace Ahead)
Tân niên, tân phúc, tân phú quý (New Year, New Blessings, New Wealth)
Tấn tài, tấn lộc, tấn bình an (Increased Wealth, Increased Fortune, Increased Peace)
Xuân hạnh phúc – Tết an khang (Happy Spring – A Peaceful Tet)
Lộc nảy vinh hoa phú quý xuân (Blessings of Wealth and Honor in Spring)
Tết bứt phá, như cá hóa rồng (Tet Breakthroughs, Like a Carp Becoming a Dragon)
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Client: Orion Vietnam
Agency: Monstio Studio
Art Director: Hai Ho
Lead Artist: Truc Nhi Hoang
Project Manager: Tu Lieu
Character Design: Truc Nhi Hoang, Joe Huynh, Hai Ho
Layout & Typography: Hai Ho
