Meanwhile, local brand, Ha Noi Beer, came first in consumers minds, according to the results of a "Brand at Tet survey" released on March 5 by Millward Brown, a global research agency.

According to the survey, Coca Cola also won top position in terms of ads featuring a Tet theme, followed by Omo and Pepsi, said Pham Chau Linh, group account director of Millard Brown Viet Nam.

The survey also pointed out that this Tet, consumers were more optimistic than last year, with fewer consumers saying they had had to cut spending at Tet, she said.

Millward Brown launched the first survey in Viet Nam in 2012 to find out which brands consumers associated most with Tet and which television ads featuring a Tet theme, held the highest appeal, to explore consumers' changing attitudes towards Tet.

A successful Tet advert must evoke the emotions of Tet such as spending time with family, get together with friends and respect for elders and ancestors. However, its a fine line, and needs to be contemporary if it wants to reach a wide audience. If a brand does this and manages to appeal to the youth, then theyve got a winning formula.

The survey was conducted from January 8-16 based on face to face interviews with 500 people aged 22-40 in HCM City and Ha Noi urban areas. — VNS