Melting Pro-V Pearls and Bond Repair at the Molecular Level – A remarkable leap in hair damage repair!

After seven years of research and eight authorized patents, Pantene proudly presents the Pantene Miracles duo, offering the intensive haircare innovation designed to melt away 3 years of accumulated damage caused by daily brushing, thermal styling, and chemical dyeing.

At the heart of the formula are visible Melting Pro-V Pearls, encapsulating millions of Pro-Vitamins B5 molecules and 5X lipids that preserve essential nutrients until use. These small pearls will break and release nutrients, then instantly dissolve on hair, bonding and repairing from within for stronger, smoother strands.

Beyond its fast-acting repair performance, Pantene Miracles duo also delights the senses with a luxurious three-layered fragrance, delivering salon-grade care. Opening with the fresh notes of pear and strawberries, blending into sweet peony, and finishing with vanilla and warm cedarwood, it leaves an elegant and unforgettable scent after every use.

The new combo includes

👉Pantene Miracles Daily Serum Treatment: contains 5,000 Melting Pro-V pearls, suitable for daily use.

👉Pantene Miracles Intensive Treatment Mask: contains 10,000 Melting Pro-V pearls, recommended for use once to twice a week for ultimate care.

Ms. Luong Thi Minh Hieu, Senior Brand Manager of Pantene Vietnam, shared: “With over 80 years of intensive research in the haircare industry, Pantene continuously innovates to serve our customers with the best possible products, reaching the highest bar for efficacy, safety, and at reasonable prices. The Pantene Miracles Daily Serum Treatment & Intensive Treatment Mask embody our mission of powerful “Bond Repair” formulas, paired with a premium experience featuring nutrient-rich pearls and an elegant fragrance. This marks a remarkable milestone in our journey of creating more great hair days for every woman, particularly for Vietnamese women. Because Pantene believes great hair can kickstart a great day.”

Immersive ” The Miracle of Melting” experience at Thiso Mall

About Procter & Gamble (P&G) Vietnam

P&G has been present in Vietnam since 1995 with the commitment to “Being a Force for Growth and a Force for Good”. The company so far has grown significantly with its iconic and trusted brands such as Ariel, Tide, and Downy laundry detergent; Safeguard soap; Pantene, Head&Shoulders, and Rejoice shampoos; Gillette razors; and women’s care products Whisper. Environmental sustainability is embedded in how we do business.
We create value by making sustainability an important consideration of how we design superior products and services. Climate, Waste, Water, and Nature are where we can have the greatest impact.
P&G Vietnam has been honored with numerous prestigious awards for its social responsibilities, including Saigon Times CSR, AmCham CSR Awards, Green Book Prize by Binh Duong province, etc.
For more information about P&G and its brands, please visit the website www.vn.pg.com.

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The Secret to “I DON’T HAVE DANDRUFF” Achievement

 In a world where people are constantly “flexing” what they have, Head & Shoulders offers a fresh perspective: “But sometimes, the real flex… is what you DON’T HAVE”. Being dandruff-free is the clearest proof of thorough preparation and genuine confidence to conquer life’s biggest goals.

The “I DON’T” campaign marks a new milestone for Head & Shoulders in Vietnam, introducing its upgraded shampoo formula, not only removing up to 100% of dandruff, but also prevents dandruff from coming back, powered by the perfect synergy of three core elements:

• Removes up to 100% of dandruff: Powered by Piroctone Olamine (PO), an active ingredient that targets and eliminates dandruff flakes and the fungus that causes them, while remaining gentle on the scalp.
• Covers 100% of the scalp: Thanks to exclusive Coacervate Technology, which penetrates 5–10 layers of the epidermis, ensuring PO is evenly distributed across the scalp.
• Prevents dandruff from coming back: The combination of PO and Coacervate Technology creates an invisible protective barrier to prevent dandruff from returning.

The formula is also enriched with +30% menthol for a longer-lasting cooling sensation and +30% conditioner for smoother hair. The result of removal of up to 100% of dandruff with lasting protection against its recurrence is clinically proven (***).

SOOBIN & Pháo: Icons of Boundless Confidence

SOOBIN is a renowned Vietnamese artist, acclaimed for his talent and relentless drive to reinvent himself. Meanwhile, Pháo, a rising Gen Z rap sensation, is known for her bold artistry, modern flair, and powerful energy. With their dynamic, authentic, and inspiring personas, SOOBIN and Pháo are the perfect ambassadors for Head & Shoulders in inspiring a message of confidence and ambition, empowering young people to pursue life’s biggest goals without hesitation.

Ms. Nguyen Lan Phuong, Senior Brand Manager of Head & Shoulders Vietnam, shared: “With the “I DON’T” campaign, we want to deliver a powerful message: When free from dandruff, you can confidently own your life on your terms. The new Head & Shoulders formula not only removes up to 100% of dandruff but also helps prevent it from coming back. We are proud to collaborate with SOOBIN and Pháo – two talented and fearless young artists who perfectly represent the spirit of “I DON’T” generation: confident, decisive, and unafraid to embrace challenges. We hope to continue inspiring Vietnamese people to shine with confidence in every moment of life.”

The “I DON’T – Walk of Achievements” event, hosted by Head & Shoulders at Giga Mall, was designed as an immersive multi-sensory journey. Beyond its vibrant experiential zones, the event offered participants the chance to shine and confidently express themselves. At the “Superior Formula BTS” zone, guests could witness a dynamic demonstration of how the new Head & Shoulders formula works on the scalp, as well as conduct hands-on trials alongside experts. The highlight, the “Hall of Triumph” zone, allowed visitors to step into the spotlight, complete with 360-degree photo booths to “flex” their dandruff-free achievements. The event also featured a variety of engaging activities and challenges across product display booths, interactive games, and a lucky draw with attractive prizes.

Consumers can visit and explore the “I DON’T – Walk of Achievements” experience from August 15–17, 2025 at Giga Mall. By taking part in activities and challenges, participants will have the chance to win exciting rewards at the lucky draw, including Dyson hair dryers, handheld fans, and the new formula anti-dandruff Head & Shoulders shampoo, all throughout the three-day event.

Notes:

(*) Based on NielsenIQ research data (2024), certified by the Department of Grassroots Culture under document No. 1197/VHCS-QCTT.

(** & ***) This claim is supported by a clinical study conducted by the independent research institute Hair Care Research & Development, confirming that the new formula anti-dandruff Head & Shoulders shampoo, containing 0.5% Piroctone Olamine (PO), delivers up to 100% dandruff-free results after four weeks of use.

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About Head & Shoulders

Head & Shoulders, the world’s No. 1 shampoo brand, is a member of the Procter & Gamble (P&G). Since its launch in 1961, the brand has been at the forefront of research and innovation in dandruff treatment and scalp care. Today, more than 1.3 billion people across 140 countries trust Head & Shoulders to deliver effective solutions.

With a mission to “free the world from dandruff and scalp concerns so everyone can live confidently in their way”, Head & Shoulders combines clinically proven Piroctone Olamine with Coacervate Technology to effectively remove dandruff, help prevent its recurrence, soothe the scalp, and reduce itchiness. In addition to its superior efficacy, the brand’s product ranges are designed to deliver a refreshing clean sensation while nourishing hair to stay soft and smooth every day.

About Procter & Gamble (P&G) Vietnam

P&G began operations in Vietnam in 1995 and has since grown significantly, offering a range of globally trusted products, including Ariel and Tide laundry detergents, Downy fabric softeners, Safeguard soaps, Pantene, Head & Shoulders and Rejoice shampoos, Gillette razors, and Whisper feminine care products.

With a strong commitment to sustainability and corporate social responsibility, P&G Vietnam has been recognized with numerous prestigious honors, including the Second-Class Labor Order award, Certificates of Merit from the Prime Minister, recognition from the President of Vietnam, accolades from the Vietnam Women’s Union and the Vietnam Red Cross, as well as awards from UN Women, the Vietnam Green Book, and eight consecutive AmCham CSR Awards (2017–2024).

For the latest news and information about P&G and its brands, please visit www.vn.pg.com

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The EkoClimate initiative aims to support 42 smallholder rice farmers in transitioning to Alternate Wetting and Drying (AWD) techniques across 50 hectares of farmland in the upcoming rice season (May–August 2025). AWD is a proven water-saving method that reduces methane emissions by allowing rice fields to dry intermittently, as opposed to keeping them continuously flooded. To further enhance these outcomes, the project will implement both AWD and Maximum Residue Limit (MRL) techniques in rice production, to ensure food safety by setting pesticide limits while helping farmers reduce costs by 20-30% per season, reducing waste and preserving crop quality. This climate-smart approach not only minimizes greenhouse gas emissions but also increases farmer income through lower production cost and sells rice at premium-price.

To complement on-the-ground implementation, the program also includes a Community Engagement Workshop designed for participating farmers and their families. The workshop serves as a platform for raising awareness about sustainable agriculture, collecting feedback from the community, and co-developing localized climate resilience solutions.

In addition to the practical benefits for farmers, the project contributes to Vietnam’s growing momentum in developing low-emission rice as a strategic crop for the future. As the Mekong Delta grapples with rising sea levels, soil salinity, and increasingly erratic weather patterns, shifting to sustainable models can play a pivotal role not only in national food security, but also in supporting climate action across the entire Mekong region.

Mr. Bui Khanh Nguyen, Vice President of Public Affairs, Communications, and Sustainability at Coca-Cola Beverages Vietnam, shared: “As Coca-Cola Beverages Vietnam’s new Tay Ninh plant enters full operation, we are proud not only to create employment opportunities for the local workforce, but also to continue delivering positive, lasting impact to the communities around us. This new initiative is an exciting expansion of our EkoCenter network. Through EkoClimate, we’re further extending our sustainability efforts to tackle climate challenges and empower local communities.”

The program brings together strong expertise from both local and international partners.      

Rize Vietnam, a Singapore-based agri-tech company with operational entities in Vietnam and Indonesia, plays a pivotal role in providing farmers with hands-on agronomic support and advisory services. Their mission centers around enabling sustainable farming while improving farmer livelihoods and climate resilience.

Meanwhile, Ben & Archie, a consulting and creative firm dedicated to driving sustainable innovation across Southeast Asia. It works with startups, corporates, and public institutions to design open innovation programs, deliver strategic advisory, and create high-impact design solutions. By bridging sectors and ecosystems, Ben & Archie transforms bold ideas into scalable and responsible ventures. Their mission is to accelerate innovation that is locally rooted, globally relevant, and built for the future.

Together, Coca-Cola Beverages Vietnam, Rize, and Ben & Archie aim to pilot a replicable model for low-emission, climate-resilient rice farming—one that can be scaled to benefit more communities across the Mekong Delta and beyond.

“Rice farmers are the stewards of one of the world’s most important crops — yet they are both contributors to and victims of climate change. Supporting them is essential to securing a more sustainable and resilient food system.” said Siem Schreurs, Head of Partnership at Rize.

EkoClimate is the latest innovation within Coca-Cola Beverages Vietnam’s EkoCenter program, which has operated in Vietnam since 2015. Originally launched as hubs to provide underserved communities with access to clean drinking water, digital education, and entrepreneurial training, EkoCenters have since expanded their role in supporting sustainable development. Flagship EkoCenters currently operate in Hanoi, Danang, and Ho Chi Minh City, and now with Tay Ninh, Coca-Cola Beverages Vietnam is bringing new focus to climate action and sustainable agriculture in the Mekong Delta.

This transformation of the EkoCenter model highlights Coca-Cola Beverages Vietnam’s long-term vision to create shared value by addressing local needs and contributing to national development priorities. Whether by empowering women, supporting informal waste collectors, enhancing access to safe drinking water, or now enabling sustainable rice farming, Coca-Cola Beverages Vietnam continues to place communities at the heart of its business strategy.

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About Coca-Cola Beverages Vietnam Ltd. (Coca-Cola Beverages Vietnam)

Coca-Cola Beverages Vietnam operates plants in Ho Chi Minh City, Da Nang, and Hanoi, creating approximately 4,000 direct jobs and indirectly generating employment six to eight times that amount through its supply chain activities. Aiming to be a comprehensive, consumer-focused beverage company, Coca-Cola continuously enhances and offers a variety of high-quality beverages, including low-sugar and sugar-free product lines, while diversifying designs and increasing business coverage across Vietnam. Coca-Cola’s brands in Vietnam include COCA-COLA, COCA-COLA LIGHT, COCA-COLA ZERO SUGAR, SPRITE, FANTA, NUTRIBOOST, MINUTE MAID SPLASH, MINUTE MAID TEPPY, SCHWEPPES, DASANI, AND AQUARIUS, AS WELL AS FUZETEA+ BOTTLED TEA, GEORGIA CANNED COFFEE, MONSTER, AND THUMPS UP CHARGED.

Coca-Cola Beverages Vietnam is a member of the Swire Coca-Cola Limited, a wholly-owned subsidiary of Swire Pacific Limited, since the completion of the merger in January 2023.

About the EkoCenter initiative

EkoCenter is an initiative launched by Coca-Cola Beverages Vietnam in 2015, based on a triangle collaboration model involving businesses, local governments, and non-governmental organizations. This model aims to empower communities and foster sustainable economic activities.

As of now, the project operates 8 centers across Vietnam, managed by Coca-Cola Beverages Vietnam and its partners. These centers have driven positive changes in local communities and implemented initiatives tailored to the specific needs of each region. Key examples include:

• EkoArt Hanoi – Empowering Women in the Digital Age: Established in 2016, the Hanoi EkoCenter has been a vital resource for women in the community. It has provided opportunities for economic empowerment through innovative programs, such as kiosk-based sales models at the center, vocational training, economic skill enhancement classes, and e-commerce training for women.
• EkoCircular Da Nang – Enhancing Welfare for Informal Waste Collectors: Since early 2024, the Da Nang EkoCenter has collaborated with the Waste Collector Network (a community supported by the ReForm Plastic social enterprise) to introduce initiatives aimed at improving the lives of informal waste collectors in Da Nang, aiming to raise awareness of the critical role these individuals play in society.
• EkoSchool Ho Chi Minh City – Open up Learning for Disadvantaged Children: Beginning in the summer of 2024, Coca-Cola Beverages Vietnam, in partnership with the People’s Committee of Linh Trung Ward in Thu Duc City and the Green Connect social enterprise, launched the STEAM Summer Experience Program 2024. This free program for disadvantaged students offers a supportive environment for learning and skill development in science, technology, mathematics, programming, engineering, and arts.
• EkoClimate Tay Ninh – Contributing to Climate Change Adaptation Locally and Regionally: As the newest center, established in January 2025, the Tay Ninh EkoCenter has the capacity to provide up to 6,000 liters of clean drinking water daily. It also serves as a hub for Coca-Cola Beverages Vietnam and its partners to support community resilience, particularly in addressing climate change challenges in Tay Ninh and the broader Mekong Delta region.

Through these centers, Coca-Cola Beverages Vietnam continues to deliver essential infrastructure and services, aligned with local needs, while advancing sustainability and community support initiatives nationwide.

Read more on Vietnam Investment Review

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Located in Lam Dong Province, Ta Kou Nature Reserve is recognized as one of the world’s 221 most important ecological regions, home to diverse species but facing degradation, particularly in its coastal sand lands. Tree planting here helps stabilize sandy soil, restore degraded land, and create better conditions for plants and wildlife to thrive. It also safeguards vital water sources, reduces risks of desertification, sandstorms, and drought, and supports local livelihoods by strengthening ecosystems for farming and tourism. Through these efforts, the Forests for Good program contributes directly to protecting a landscape of both local and global significance.

The tree planting day is designed as a hands-on activity where volunteers experience what it means to care for the environment. At this year’s event, participants worked together under the guidance of Gaia experts, learning how to prepare soil, plant trees, and understand the specific conditions required for trees to grow successfully in sandy terrain. 

Beyond the practical work, the experience gave participants a chance to reflect on the connection between forests and daily life, and to appreciate how small actions can add up to meaningful change. For employees, the day was also an opportunity to build stronger bonds with colleagues outside the office and to feel pride in contributing to something that directly benefits environments and local communities.

Mr. Olivier Langlet, Group CEO of Central Retail Vietnam, shared: “With this year’s planting at Ta Kou, the Forests for Good program we partnered with P&G has now grown to more than 35,000 trees across Vietnam. This milestone underlines Central Retail Vietnam’s commitment to accompany the country’s efforts in restoring its green cover while protecting biodiversity and supporting local communities. We believe that sustainability is part of how we grow as one of the leading retailers in Vietnam. By joining forces with P&G, our consumers, and our employees, we are proud to contribute to a Better Vietnam.”

The tree planting at Ta Kou this year also carries special meaning as P&G celebrates 30 years of serving Vietnamese families. The milestone highlights how sustainability has become an important part of the company’s journey alongside its business success.

Mr. Marwane Tahri, General Director of P&G Vietnam, shared: “As we celebrate 30 years in Vietnam, Forests for Good is our proud way of giving back to the country that we call home. Working side by side with our prestigious partners Central Retail Vietnam, Gaia, and our employees shows how partnerships can translate commitments into real action. The true value of Forests for Good lies not only in the forests we plant, but in the connections it fosters between people, nature, and communities. We believe that when businesses and individuals unite around a shared purpose, we can create benefits that last well into the future.”

Launched in 2023, Forests for Good was co-created by P&G Vietnam and Central Retail Vietnam with a shared purpose: to contribute to Vietnam’s green future through practical, collective action. The program supports the country’s broader sustainability agenda by focusing on reforestation and biodiversity protection. What began as a pilot at Xuan Lien Nature Reserve has since expanded into a nationwide initiative. To date, the program has planted more than 35,000 trees across key ecological sites in Thanh Hóa, Đồng Nai, Cà Mau, Hậu Giang, and Bình Thuận, reinforcing its role as a meaningful contribution to Vietnam’s environmental and community development goals.

This combination of employee volunteering and consumer participation reflects the program’s broader mission: creating a platform where everyone, from individuals to organizations, can contribute to building a greener Vietnam.

About Central Retail Vietnam

Central Retail in Vietnam was established in 2012. Throughout its ten-year operation in Vietnam, Central Retail continues to develop and transform Vietnam’s modern trade and retail sector with 3 key growth drivers: Food, Non-food (Tech, Household, Entertainment), and Shopping Malls/Property.

Today, the company proudly welcomes an average of 500,000 customers every day at more than 330 malls & stores across 26 provinces nationwide in a total retail area of more than 1,300,000 square meters with an ecosystem of strong brands: GO! Mall, GO!, Big C, Tops Market, mini go!, Lan Chi Mart, Nguyen Kim, Supersports, LookKool, Kubo, and CBS.

In pursuit of sustainable growth, the environment is one of the key pillars of the social contribution activities of Central Retail in Vietnam. For four consecutive years, 2021 to 2024, the company was awarded by The Saigon Times with the CSR Certificate of Recognition for its great contribution to local communities through sustainability and corporate social responsibility (CSR) activities.

About Procter & Gamble (P&G) Vietnam

P&G has been present in Vietnam since 1995 with the commitment to “Being a Force for Growth and a Force for Good”. The company so far has grown significantly with its iconic and trusted brands such as Ariel, Tide, and Downy laundry detergent; Safeguard soap; Pantene, Head&Shoulders, and Rejoice shampoos; Gillette razors; and women’s care products Whisper. Environmental sustainability is embedded in how we do business.

We create value by making sustainability an important consideration of how we design superior products and services. Climate, Waste, Water, and Nature are where we can have the greatest impact.

P&G Vietnam has been honored with numerous prestigious awards for its social responsibilities, including Saigon Times CSR, AmCham CSR Awards, Green Book Prize by Binh Duong province, etc.

For more information about P&G and its brands, please visit the website www.vn.pg.com.

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Ms. Tran Ngoc Lien, Country People Lead, Mondelez Kinh Do

Over the past decade, Mondelez Kinh Do has continuously grown from strength to strength. What are you most proud of in this journey?

What I’m most proud of is the people-centric culture we’ve built, where every individual is valued, empowered, and encouraged to maximize their potential. We shifted from transactional HR to people strategy that emphasizes employee experience, learning opportunities. We also embraced a growth mindset encouraging people to “test and learn” and adapt to the fast-changing business environment (VUCA). Guided by our values of “Grow Every Day” and “Do What’s Right”, we’ve consistently invested in developing a diverse, capable, and future-ready workforce.

After 10 years, Mondelez Kinh Do has become one of the best workplaces in Vietnam, not only attracting but also retaining top talent. These efforts have been recognized through multiple accolades, such as “Top 100 Best Places to Work in Vietnam” by Anphabe for consecutive years, “Best Companies to Work for in Asia” from HR Asia, and “Top Employer” certification by the Top Employers Institute. Beyond the awards, my greatest pride lies in our connected, diverse, and growth-driven team – the real engine behind our continued success.

Looking back at your leadership development efforts, what has been the key to strengthening your leadership pipeline and preparing future leaders?

The cornerstone of our success has been a long-term leadership development strategy focused on internal succession. We identify leadership potential early and accelerate growth through signature programs like “Inspire”, “Spark”, “Elevate” and more, designed to build leadership mindset and capabilities at senior levels.

Our coaching and mentoring culture, driven by senior leaders, also plays a crucial role in transferring knowledge and nurturing future leaders. Today, over 50% of our management roles are filled through internal promotions. It is a powerful reflection of our belief in growing talent from within.

How does Mondelez Kinh Do identify and develop high-potential talent while equipping the broader workforce?

We take a holistic approach to talent development, from performance evaluations, 360° feedback, and leadership competency assessments to tailored individual development plans.

We collaborate closely with top universities through workshops, plant tours, and experiential learning. Flagship programs like Management Trainee and Sales Trainee play an important role in nurturing young, high-potential talent.

Many of our homegrown talents have expanded into regional roles across Southeast Asia and even Asia, Middle East, and Africa (AMEA). This success stems from our continuous learning culture and emphasis on agility and global thinking. 

We’ve made significant investments in digital fluency and learning agility, offering access to thousands of courses via online platforms and upskilling our people for a digital future. We are also actively driving digital transformation, developing tools and processes that leverage technology and digitalization. Training programs are in place to ensure employees are proficient in using these digital tools, fostering a culture of continuous learning and adaptation the future of digitalization. 

As the company continues to champion an inclusive, empowering workplace culture, how has Mondelez Kinh Do transformed Diversity, Equity & Inclusion (DEI) from a corporate value into a true business advantage?

At Mondelez Kinh Do, DEI is embedded in our talent strategy. We’re committed to creating a fair, inclusive environment where people from all backgrounds have equal opportunities to grow.

Through targeted training and transparent development pathways, we attract and develop diverse talent, which in turn drives creativity, better problem solving, and sharper decision-making, all of which are powerful competitive advantages in today’s market.

With flexible and hybrid work models gaining traction, how does Mondelez Kinh Do maintain a caring, safe, and engaging culture?

We are deeply committed to employee wellbeing, both physical and mental. From regular safety trainings and annual health check-ups to post-checkup consultations, we ensure our people are fully supported.

We also conduct annual Employee Engagement surveys to actively listen and respond to employee needs. Wellness programs such as running clubs, football teams, mental health talks, and soft-skills workshops, foster a cohesive and thriving work environment.

If you could summarize the next chapter of Mondelez Kinh Do’s people strategy in one sentence, what would it be? And what personal legacy do you hope to leave as a people leader?

Our next chapter is about empowering our people to become the future-ready leaders who drive sustainable growth through innovation and commitment to our values.

My personal legacy would be to have helped build a bold culture where every employee feels valued, empowered and inspired to reach their full potential, contributing to a thriving and purpose-driven organization.

Thank you

Source: VN Economy 

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At Brandidas Squad, we use our Corporate Integrated Communications (CIC) framework to serve as an extended arm of our clients—supporting them in reaching their branding goals through trust, professionalism, and lasting impact.

Who We Are

Brandidas Squad is a boutique communications agency, established in 2011, with a passion and commitment for unwavering professional and innovative communication services.

Founded by Cathy Pham and Vincent Ngo, together with +20 professionals with years of experience in marketing and communication, our team brings together strategic thinking, creativity, and high-quality execution to act as an extension of our clients’ comms teams. With offices in Ho Chi Minh City, Hanoi, Da Nang, and a regional office in Singapore, we serve both multinational and local brands across diverse industries with a strong focus on FMCG, retail, lifestyle, pharmaceuticals, banking, technology and B2B.

Our CIC Framework

To fulfill this mission, we use our Corporate Integrated Communications (CIC) framework.

CIC is not a complicated model, but a strategic way of delivering one unified corporate story across all stakeholders – employees, customers, partners, government, media, investors, and communities, through tailor-made storytelling approaches. Instead of fragmented messages, we align every touchpoint under one strategy, ensuring clarity, coherence, and long-term impact.

For our clients, this framework ensures their voice is not just heard, but truly understood, delivering greater trust, stronger engagement, and sustainable business growth.

Our Core Services in Corporate Communication

We provide a mission-based, integrated service portfolio that ensures every touchpoint of your brand communicates the same powerful story:

• Corporate PR Retainer – Strategic year-round support in media relations, executive profiling, corporate reputation management, and CSR storytelling.
• Sustainability & CSR Programs – Designing and executing impactful initiatives that showcase corporate responsibility, strengthen community ties, and enhance brand trust.
• Executive Event Management – From leadership summits to corporate celebrations, we deliver events that inspire, connect, and achieve business goals.
• Corporate Video Production – Creating impactful corporate videos, from milestone highlights to branded content that inspire audience and engage stakeholders.
• Internal Branding & Engagement – Crafting Internal Campaigns, Engagement events, and innovative storytelling that strengthen culture, pride, and brand values among employees.
• Brand Experience Marketing – Turning product and corporate stories into experiential campaigns that engage consumers, amplify reach and deliver business results.

Why Choose Brandidas Squad?

• Reputable Proficiency: Our communication expertise spans across industries with proven results.
• Extensive Reach: We’re capable of delivering nationwide projects at large-scale.
• Unwavering Dedication: We’re committed to project success by ensuring rigorous quality control and Executive hands-on.
• Efficient Financial Planning: We plan and manage projects at optimized budget for maximum value.

In addition to delivering clear and consistent communication, we believe that effective corporate storytelling must evolve with the needs of today’s audiences. Companies are expected not only to share their successes but also to demonstrate responsibility, innovation, and transparency.

By combining strategic insights with creative execution, Brandidas Squad helps organizations build credibility and long-term trust while staying agile in an ever-changing media landscape.

Building Trust Through Corporate Communication

At Brandidas Squad, our philosophy is simple: “We’re brand fighters on your side.” With trust, professionalism, and integrity as our foundation, we’re proud to contribute to organizations’ growth by transforming their corporate stories into meaningful, lasting experiences.

Whether you need ongoing PR support, impactful corporate events, professional video production service or inspiring internal branding programs, we deliver solutions that not only build visibility but also foster engagement and loyalty among stakeholders.

Get in Touch

Head Office: 10.01 Golden King Building, 15 Nguyen Luong Bang St., HCMC, Vietnam

Email: contact@brandidasq.com

Website: www.brandidasq.com

LinkedIn: Brandidas Squad

Facebook: Brandidas Vietnam

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This year, the Kinh Do Mooncake Collection features over 70 product varieties, delivering a harmonious blend of breakthrough flavors, creative designs, along with exclusive limited and personalized editions that meet new consumer trends.

Leading trends, enging young generations through the new product lines

 Kinh Do understands that for today’s Vietnamese consumers, mooncakes are not just about delicious flavors, but also bringing surprises, inspiration, and creating memorable experiences. The 2025 Mooncake Collection featuring products specially designed for young generations who are always eager to explore new things while still preserving and cherishing traditional values.

Standing out in the modern mooncake collection is the Tuyet mooncake with “hot trend” flavors from international cuisine, such as Japanese matcha, yuzu citrus, black sesame, and red bean. Alongside this, the Lava mooncake combines a golden baked skin with a smooth, runny egg yolk filling, offering a fresh gifting choice. All products are designed with vibrant colors and eye-catching designs, ready to become popular “check-in” gifts on social media.

The Tuyet mooncake collection

The new Lan Vang mooncake product is exclusively designed for kids, opening up a world of bright colors, featuring playful shapes and accessories that can be assembled into a toy drum. More than just a mooncake, the product becomes part of childhood play, bringing the joy of discovery and sweet childhood memories to children during the full moon night.

The Lan Vang mooncake for kids

Meeting online shopping trends, Kinh Do introduces exclusive online limited editions, creative products available only on platforms like Shopee, Lazada, and TikTok Shop. These include standout designs such as the Chuyen Tau Anh Trang gift box that takes consumers on a journey through moon season memories, evoking the flavors and emotions of past Mid-Autumn Festivals, or the crossbody bag version mooncake box inspired by “haute couture”, with refined, elegant lines that serves both as a mooncake box and can transform into a stylish fashion accessory.

Kinh Do also continues to preserve familiar traditional flavors while improving formulas, textures, and packaging designs for its traditional mooncake product line to align with modern consumption trends, delivering experiences that are both familiar and refreshing for consumers.

The 2025 Kinh Do Mooncake Collection

Gifting reimagined: Honoring heritage with a modern touch

For Vietnamese people, giving mooncakes is not simply about offering a gift, but about conveying affection, appreciation, and wishes for reunion. The State of Snacking Vietnam 2024 report shows that 92% believe snacking brings joy and connection, while 81% agree “sharing snacks with others is my love language”. Therefore, Kinh Do not only innovates products but also elevates the art of gifting, transforming each present into a bridge connecting hearts.

The Trang Vang line is crafted from premium materials, with designs inspired by traditional Vietnamese cultural elements that feature exquisite, embossed details, delivering an elegant and sophisticated appearance. It can serve as an ideal choice for appreciation gifts or expressing sentiments. The collection also offers diverse styles, catering to various audiences and gifting needs: from warm reunion gift boxes for families, youthful designs for young people who love novelty, to traditional versions rich in national character.

The Trang Vang Nguyet Anh Collection

The Mid-Autumn Festival is not only a time for family reunions but also an opportunity for businesses to connect with customers and partners in a subtle and meaningful way. With personalized corporate gifting solutions (B2B) that customize packaging, logos, and messages, Kinh Do transforms each mooncake box into a distinctive brand signature. Every detail, from materials and colors to design structure, is carefully crafted not only to preserve the complete flavor of the moon season, but also to create warm connection moments, from the opening of the box to sharing.

Mr. Sameer Yadav, Marketing Director of Mondelez Kinh Do Vietnam, shared: “For Kinh Do, Mid-Autumn is more than a festive season, it is a journey to preserve and keep alive the cherished stories passed down through generations. We place consumers at the heart of everything we do, listening closely, understanding deeply, and transforming their expectations into breakthrough innovations. This year’s Mid-Autumn Collection is a harmonious blend of timeless traditional tastes with modern culinary trends, enhanced by sophisticated packaging and an elevated gifting experience. Our mission is to continue creating moments of genuine connection, ensuring Mid-Autumn remains a treasured memory for generations to come.”

Beyond creativity, quality remains the foundation. All Kinh Do mooncakes are produced under Mondelez International’s global standards, with strict quality control processes for ingredients and food safety, providing peace of mind for consumers.

This year, Mondelez Kinh Do has also significantly expanded its distribution network, bringing the 2025 Mooncake Collection closer to Vietnamese families nationwide. Products are available across all traditional and modern sales channels, from supermarkets and convenience stores to e-commerce platforms like Shopee, Lazada, TikTok Shop, and supermarkets’ online channels. Accompanying this approach are promotional activities, eye-catching displays, livestreams, and attractive offers, offering consumers easy choices and a joyful Mid-Autumn Festival season.

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About Mondelēz International

Mondelēz International (NASDAQ: MDLZ) is a leading global snacking company operating in more than 150 countries. With net revenues of approximately $36.4 billion USD in 2024, MDLZ is leading the future of snacking with beloved local and global brands such as Oreo, Ritz, LU, Clif Bar and Tate’s Bake Shop cookies, along with Cadbury Dairy Milk, Milka and Toblerone chocolates. Mondelēz International is proud to be a member of the Standard & Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Indices. For more information, please visit www.mondelezinternational.com or follow us on X: www.x.com/MDLZ.

About Mondelez Kinh Do Vietnam

Mondelez Kinh Do Vietnam is a member of Mondelēz International. We are a global confectionery corporation with a strategy to lead the future of snacking through local and global brands such as Cosy cookies, Kinh Do mooncakes and fresh cakes, Solite cakes, Slide potato chips, AFC crackers, OREO cookies, RITZ crackers, LU cookies, Toblerone chocolate, Cadbury milk chocolate, and many others. With delicious and nutritious products, consumers can enjoy the right snack, at the right moment, with high quality.

In Vietnam, we currently operate in three locations: headquarters in Ho Chi Minh City, two factories in Ho Chi Minh City and Hung Yen, Vietnam, with a total of more than 3,000 employees nationwide.

Mondelez Kinh Do continues to be honored with the title “Top 100 Best Places to Work in Vietnam” by Anphabe for many consecutive years, the “Best Companies to Work for in Asia” award voted by HR Asia, and “Top Employer” global certification awarded by Top Employers Institute. Mondelez Kinh Do has consistently appeared in the Top 50 Vietnam Sustainable Development Enterprises (CSA) for 2 consecutive years, Top 30 Outstanding FDI Enterprises at the Golden Dragon Awards for 3 years, appeared in the Top 100 Vietnam Sustainable Development Enterprises (CSI) for 3 years, along with multiple recognitions at AmCham CSR Awards and ESG Impact Showcase, and inclusion in the Green Book…

These awards are a testament to continuous efforts in implementing breakthrough product innovations, building a great workplace for employees, and creating positive impacts on the environment and society.

For more information, please visit: www.mondelezinternational.com/Vietnam

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Through Official Telegram 133/CD-TTg (“OT 133”), dated August 12, 2025, Vietnam’s Prime Minister Pham Minh Chinh has instructed a number of ministries and state agencies on key priorities to achieve economic growth targets in 2025, especially in response to the new tariff rates imposed by the US.

Besides maintaining communication with the US counterpart, Vietnam’s government also aims to enhance its responsiveness through building self-resilience with a more diverse trade network.

Tariff talks: Vietnam maintains negotiation efforts with the US

As per the Vietnamese Prime Minister’s latest instructions, the Ministry of Industry and Trade (MoIT) will oversee the continuation of trade dialogue with the US. The main goal of this effort is to secure the most favorable deal for Vietnam through a comprehensive trade agreement that ensures more balanced, sustainable Vietnam-US trade and economic relations.

MoIT will coordinate with relevant agencies to quickly implement the agreements signed by both sides and provide guidance to the public and businesses directly impacted by the US reciprocal tariff rates on Vietnam’s exports and related issues.

Vietnam pushes self-resilience in the face of US tariff pressure

To mitigate the potential adverse effects of rapidly changing tariff policies of the US, Vietnam is stepping up efforts to restructure its manufacturing sector while advancing sustainable development in agriculture, forestry, and fisheries. These measures aim to diversify markets, strengthen supply chains, and maintain export growth momentum through 2025.

Manufacturing: Market restructuring and supply chain diversification

The MoIT will continue to restructure key industries, prioritizing advanced technology, human resource development, and emerging sectors such as semiconductors. Industrial value-added is targeted to grow by 9.6-9.8 percent in 2025, with manufacturing expected to expand 11.2-11.5 percent.

New policy initiatives will encourage smart manufacturing and factory models, along with incentives for businesses to invest in and master core technologies. Intellectual property protection will also be strengthened.

Energy development remains a top priority for Vietnam. As per the directives, delayed power projects would be resolved by August 2025, while major LNG and wind power projects will be pushed forward. Authorities will revise regulations on direct power purchase agreements and renewable energy, with a commitment to ensuring no shortages of electricity or fuel.

Trade promotion campaigns will expand to flagship industries under the National Brand program, targeting Free Trade Agreement (FTA) and Comprehensive Economic Partnership Agreement (CEPA) partners as well as niche markets such as Halal economies, Saudi Arabia, Egypt, UAE, Brazil, and North Africa. Vietnam aims for 12 percent export growth in 2025, with a US$30 billion trade surplus.

The Ministry of Finance (MoF) will tighten customs supervision to combat smuggling and transshipment, while promoting data sharing through ASEAN and potentially the Eurasian Economic Union. The Ministry of Foreign Affairs is tasked with advancing market access commitments and raising the visibility of Vietnamese national brand products overseas.

Agro-forestry-fishery exports: Toward sustainable consumption

Vietnam’s agriculture strategy focuses on science, digitalization, product branding, and production chain development to build an eco-friendly, modern, and innovative sector. Agro-forestry-fishery exports are targeted to reach US$65 billion in 2025, supported by deeper market access in China, the Middle East, South America, Africa, and ASEAN.

Supply chain integration will be enhanced through better crop and harvest data, stronger links between farming areas and exporters, and expanded processing capacity to increase value-added. Disease prevention measures, including against African swine fever, are being prioritized. Vietnam also aims to lift the EU’s “yellow card” on Illegal, Unreported, and Unregulated (IUU) fishing through full compliance with European inspection requirements.

Green consumption will be promoted through eco-labeling and specialized trade fairs. At the same time, close monitoring of global rice markets will help exporters adapt to policy changes in key import markets.

The State Bank of Vietnam (SBV) will provide financing support for high-quality, low-emission rice production in the Mekong Delta, alongside credit packages for the broader agro-forestry-fishery sector.

What to watch with the latest discussion?

On July 21 in Hanoi, National Assembly (NA) Vice Chairman Tran Quang Phuong met with US Ambassador Marc E. Knapper following the recent preliminary trade deal between the two countries. The agreement will see the US reduce reciprocal tariffs on many Vietnamese exports, while both sides continue addressing structural challenges in bilateral trade.

Ambassador Knapper reaffirmed Washington’s commitment to fully implementing the two countries’ Comprehensive Strategic Partnership. He noted that American businesses are encouraged by Vietnam’s recent legislative reforms, particularly those aimed at the digital economy and high-tech infrastructure.

Meanwhile, Vietnam’s NA Vice Chairman stressed that law reform and digital transformation remain top priorities to support businesses and improve transparency. He called on the US to strengthen technology transfer, promote high-tech investment, and help Vietnam become a regional semiconductor hub.

A long-standing issue raised during the negotiations was Vietnam’s push for recognition as a market economy, which would end the high anti-dumping duties currently applied under its non-market economy status. Vietnam has filed a formal request with the US Department of Commerce, citing recent reforms. Removal from the D1 (national security) and D3 (chemical/biological controls) strategic export control lists was also requested, which would encourage technology transfer to deepen bilateral cooperation.

Vietnamese leaders have consistently pressed this issue in high-level meetings. They argue that recognition would not only support Vietnamese exporters but also benefit US consumers by diversifying supply chains and lowering costs.

Conclusion

Vietnam is actively working to address the challenges caused by the recent US tariff announcements by engaging in ongoing trade negotiations to secure favorable terms and strengthen its trade network. Continued dialogue also indicates the potential for further updates on new agreements and collaborations. In any case, the upcoming developments from these trade talks are worth watching.

Source: Vietnam Briefing

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Speaking with Doanh Nghiệp Việt Nam, she reflects on her journey, her philosophy of “living and working with integrity,” and how her team navigated the Covid-19 crisis without losing its people or its principles.

The Foundation of Integrity

Born into a family of teachers in central Vietnam, Cathy learned discipline and ethics early. “My parents were strict about how we thought and behaved. They taught us to live with dignity and finish what we started,” she recalls.

That sense of responsibility carried through her early career. Starting work in her third year of university, she credits mentors for shaping her professional outlook: “They showed me what it meant to work with professionalism, empathy, and fairness—even to a young graduate like me.”

When she founded Brandidas in 2011, this ethos became her compass. “My guiding principle for every decision—business or personal—has been to live and work with integrity.”

Pham Thi Uyen Chau (Cathy Pham), Managing Director of Brandidas Vietnam

Building a Culture of Trust

Brandidas operates in the fast-moving world of communications, where deadlines are short, expectations are high, and mistakes are visible. Yet for Cathy, two values override all others: Trust and Integrity.

“In my team, no one—myself included—is allowed to make promises we can’t keep. If we’re not certain, we’d rather walk away from a contract than risk breaking trust,” she says.

That culture has resonated with her team. She describes the joy of seeing employees celebrate a client’s simple “thank you,” and their determination to fix even the smallest complaint. “That’s when I know integrity has truly taken root here.”

The Brandidas team in a YEP event

Fighting for the Brand

The agency’s slogan, “Brand fighters on your side,” reflects this philosophy. “We don’t see a boundary between agency and client,” Cathy explains. “We position ourselves as part of their team, facing challenges together. By putting ourselves in the client’s shoes, we can better protect their interests and avoid negative surprises.”

This mindset, she adds, is often what wins over clients. “Most don’t decide based on price or presentations alone—they decide when they feel trust.”

A Lesson from Failure

Cathy recalls one defining moment years ago: a three-day corporate event where the opening night fell short due to miscommunication. “The client didn’t say much, but their sighs and disappointed look cut deep. It shook the team.”

Instead of dwelling on the setback, she pushed her staff to regroup and refocus for the following days. “We stayed up all night preparing. The next day everything ran flawlessly, and by the final evening, something extraordinary happened.”

Instead of the usual thanks reserved for the client’s internal organizers, the MC called Cathy and her team on stage to receive flowers and applause from 200 guests. “It was a moment I’ll never forget. If we had let emotions take over, that recognition would never have happened.”

Brandidas team in a brand communication event

Weathering the Covid-19 Storm

The pandemic hit the events and communications sector hard, with clients canceling projects overnight. Many agencies resorted to layoffs, but Cathy chose a different path.

“I decided to preserve our team. We negotiated with suppliers to cut costs, trimmed non-essential expenses, and shifted to online services,” she says. “It wasn’t the year we had hoped for, but we survived with minimal losses—and most importantly, without losing people.”

This resilience positioned the company to rebound quickly as the market recovered.

Cathy and Brandidas team in a special brand event

Advice for the Next Generation

Asked what she would say to young people entering the industry, Cathy is direct: “Whatever field you’re in, work with integrity. Knowledge and skills are critical, but attitude comes first. Skills can be taught—character cannot.”

She also cautions aspiring entrepreneurs that expertise alone is not enough. “Running a company requires financial management, strategy, and leadership. Passion and technical skills will take you far in your career, but sustaining a business takes much more.”

Brandidas itself has long embraced giving back. Over the past decade, the agency has supported social programs and charities, and in 2021 launched a CSR initiative to help students pursue careers in communications.

The Takeaway

Over years, Brandidas remains guided by the same values it was founded on. For Cathy Pham, trust and integrity are not just ideals—they are the foundation of enduring partnerships and lasting brands.

“As long as we live and work with integrity,” she says, “success will follow.”

By Ho Ngoc

The post Building a Brand Begins with Trust and Integrity appeared first on Brandidas Squad.

MYTH 1: CORPORATE FILMS ARE SOLELY FOR THE “ABOUT US” PAGE:

Corporate films are incredibly versatile and can serve many purposes beyond being confined to the “About Us” page.

1. General Company Introduction: Corporate films can effectively introduce your company to potential customers, investors, and partners. They can showcase your mission, vision, core values, and critical products or services in a compelling and memorable manner.
2. Industry Thought Leadership: Featuring a message from your CEO or top executives can position your company as an industry thought leader. These videos can share insights, trends, and the company’s perspective on important industry topics, building credibility and trust.
3. Talent Development/Recruitment Attraction: Corporate films can be instrumental in attracting top talent to your organization. Highlighting your company’s workplace culture, career growth opportunities, and employee testimonials can make you more appealing to potential hires.
4. Corporate Anniversary Highlights: Celebrating milestones is essential for building a sense of pride and community within yourorganization. Corporate films can document and commemorate important anniversaries, showcasing the journey and achievements.
5. Emotional Videos: Videos such as “Thank You,” “Farewell,” or “Community Impact Programs” can connect with your audience on a deeper emotional level. They can convey gratitude, empathy, and the company’s commitment to positively impacting the community

In essence, corporate films have the power to convey a wide range of messages and emotions, making them a versatile tool for brand building, engagement, and storytelling. It’s time to recognize their potential to leave a lasting impression on your audience and enhance your corporate identity.

MYTH 2: CORPORATE FILMS DON’T DRIVE DIRECT BUSINESS RESULTS

Contrary to this belief, corporate films can indeed have a significant impact on your business.

1. Employee Pride and Engagement: Corporate films that celebrate company achievements, showcase the workplace culture and highlight employees’ contributions can boost morale and pride among your staff. Engaged and motivated employees tend to be more productive and committed, directly impacting your business’s bottom line.
2. Stakeholder Engagement: Engaging stakeholders, including investors, partners, and customers, is crucial for business growth. Corporate films can provide a compelling platform to communicate your company’s values, goals, and achievements, fostering stronger connections and trust with these key stakeholders
3. Product and Service Promotion: While corporate films may not directly promote specific products or services, they play a vital role in shaping the overall perception of your brand. A positive corporate image can indirectly contribute to your product and service launch’s success, as consumers are more likely to trust and engage with companies they view favorably.
4. Corporate Reputation and Market Value: A solid corporate reputation is a valuable asset in today’s competitive business landscape. Corporate films are instrumental in shaping and reinforcing this reputation. When your company enjoys a positive image, it can command higher market value and attract more growth opportunities.
5. Consumer Trust and Loyalty: Consumers are more likely to support brands they trust. Corporate films that tell a compelling story, showcase your company’s values and highlight its positive impact on the community can build trust and foster loyalty among your customer base, directly influencing their purchasing decisions

In essence, corporate films contribute to the intangible assets of your business, such as brand reputation and employee engagement, which in turn can have a tangible impact on your bottom line. They are a powerful tool for enhancing your company’s standing in the market and driving direct business results, making them a valuable investment in your marketing strategy

MYTH 3: CORPORATE FILMS LACK CREATIVITY AND ENGAGEMENT

Another common misconception is that corporate films are dry and lack the creativity and engagement in other video formats. This couldn’t be further from the truth. Today’s technology and creative communication tools make corporate videos rich in content and captivating in various forms. In today’s dynamic landscape, corporate films can be developed in a multitude of engaging ways:

1. Mini-Docuseries: Corporate storytelling can take the form of mini-docuseries, offering a deeper dive into various aspects of your company. This format allows you to explore your company’s history, culture, projects, and achievements with a narrative that unfolds over several episodes, keeping viewers engaged and eager for more.
2. Interactive Videos: Incorporating interactive elements into corporate videos allows viewers to engage with the content actively. Interactive videos can include clickable links, quizzes, surveys, and decision points, providing a personalized and immersive experience.
3. Animation and Infographics: Utilizing animation and infographics can make complex information more digestible and visually appealing. These elements can simplify explanations of processes, data, and statistics, making them engaging and easy to understand.
4. Virtual Reality (VR) and Augmented Reality (AR): For a truly immersive experience, consider incorporating VR and AR technologies into your corporate videos. These technologies can transport viewers to virtual worlds, allowing them to explore products, services, and environments firsthand.
5. User-Generated Content: Encourage employees, customers, and partners to contribute content to your corporate videos. This adds authenticity and fosters a sense of community and engagement around your brand.
6. Storytelling and Emotion: Engaging corporate videos often tap into storytelling and emotion. Share compelling narratives, showcase real employee experiences, or highlight your company’s positive impact on individuals or communities to connect with your audience personally.

In today’s digital era, corporate videos have evolved into powerful storytelling tools that captivate and engage audiences innovatively. They are no longer restricted to conventional formats, allowing for boundless creativity and imagination in conveying your company’s message and values.

MYTH 4: CORPORATE FILMS ARE COSTLY

For businesses operating with tight budget constraints for corporate communication, the prospect of creating a corporate movie can be a source of concern. However, it’s important to dispel the notion that corporate films must be expensive. In reality, numerous strategies exist to develop high-quality corporate videos without breaking the bank

At Brandidas, we’ve cultivated a dedicated B-studio team led by local Vietnamese talent. This team specializes in crafting complete corporate films that seamlessly blend captivating concepts with budget-friendly production strategies. Our approach prioritizes cost-consciousness while upholding the highest standards of quality.

If you’re intrigued by the idea of creating a cost-effective corporate movie that aligns with your specific goals and financial constraints, we invite you to contact us. We’re here to explore how we can balance affordability and excellence to bring your vision to life.

Contact us today to embark on your journey toward an impactful corporate movie that won’t strain your resources.

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