Berocca reinvents itself as an afternoon energy boost on TikTok /

Challenge / In Vietnam, Berocca is the market-leading multivitamin. Owned by global pharmaceutical company Bayer, the dissolvable flavoured vitamin is promoted as an alleviator of stress and fatigue. Due to this positioning, people only use Berocca when they feel sick or tired, not daily.

Berocca needed to challenge these perceptions to convert occasional users into daily users and reframe Berocca Performance Mango as not just a health assistant, but also an energy booster. If successful, Berocca could compete with energy drinks.

Solution / Working with digital production agency Carnival in Vietnam, Berocca targeted 18- to 45-year-olds, positioning its multivitamin as the solution for the fatigue people often feel tired in the early afternoon. This fatigue was a identified as especially pronounced among Berocca’s target subgroups – office workers, manual labourers and gym enthusiasts – and the resulting campaign encouraged them to Get Supercharged at 2PM.

The centrepiece of the campaign is a collaborative music video with Vietnamese musicians ISAAC, Lou Hoàng and OnlyC, which incorporates the brand’s distinctive green and yellow Berocca, while the accompanying dance moves mirror the Berocca drinking ritual and reinforce the 2pm consumption time.

The creative was served across bumper videos, digital banners and on Instagram Stories, among other places. But the main distribution channel was TikTok, with Berocca claiming to be the first health brand in Vietnam to launch a campaign on the platform.

Berocca created on TikTok a hashtag challenge encouraging people to replicate and share the dance for themselves, following an instructional video presented by the Vietnamese pop stars. There were incentives and prizes, too, with the individual who generated the most video views winning an iPad.

All of the campaign assets directed users to South Asia ecommerce platform Shopee, where people could purchase Berocca bundles and combos (buy two units and get a free branded umbrella, or with three units, a small backpack).

Results / According to TikTok, in the first six days of the campaign, the Berocca videos accumulated 248 million video views, which was 395% higher than the benchmark estimate of 50-120 million. Berocca reports that this figure rose to 416 million views after four weeks. In total, the brand claims that the campaign reached 85% of people aged 18-45 in Vietnam. All of these views were the result of 70,000 videos created by people participating in the challenge. The TikTok campaign generated twice as much awareness for the brand a Berocca’s TV ad created in 2019. 

According to Berocca, the ecommerce-led campaign resulted in online sales increasing by 223% compared with the same period the year before. The campaign also translated into real world offline sales, which rose 32% compared to the same period last year, while 60% of visitors to pharmacies successfully recalled Berocca’s 2PM energy message.