Vinamilk Infant Formular Milk Rebrand

As the Key Senior Content Creator for Vinamilk's comprehensive powder milk portfolio rebranding initiative, I led the content development for two major brands - Dielac (established 1997) and Optimum. This extensive project involved reimagining and crafting packaging content for multiple product lines while navigating strict regulatory requirements.

Key responsibilities and achievements:

- Developed comprehensive packaging content for multiple SKUs across both brands:
- Dielac Bear (Complete Nutrition)
- Dielac Elephant (Weight Development)
- Dielac Dinosaur (Height Development)
- Optimum Gold (Complete Nutrition)
- Optimum Colos (Digestion and Immunity)
- Successfully balanced marketing appeal with scientific accuracy to meet stringent Food Safety Administration requirements, particularly concerning advertising restrictions for products targeting children under 2 years
- Conceptualized distinct brand positioning:
- Dielac: Created the "Strong as Bear, Big as Elephant, Tall as Dinosaur" concept targeting traditional Vietnamese mothers
- Optimum: Developed mother's milk-inspired positioning featuring mythical creatures (Dragon, Unicorn) for families seeking alternative nutrition solutions

Through meticulous research and creative execution, I successfully refreshed these legacy brands while maintaining scientific credibility and regulatory compliance, creating compelling narratives that resonated with different target audiences.