Chuyện cũ bỏ qua: a festive invitation to let small quarrels go

Read the campaign story

Festive advertising often promises togetherness without acknowledging the small irritations that make it difficult. Mirinda’s Chuyện cũ bỏ qua campaign used those everyday disputes as material for a cheerful Tet music video. Its central invitation was to leave old quarrels behind for the new year. The editorial reading is that a seasonal social ritual becomes more specific when the brand names a recognisable obstacle rather than relying only on generic images of smiling families.

Released on 26 December 2018 for the 2019 Tet season, the music video featured singer Bích Phương as a comic peacemaker in a neighbourhood setting. Contemporary coverage credited the musical collaboration with songwriter Huỳnh Hiền Năng and described minor arguments being converted into a light-hearted reconciliation story. Mirinda appeared within that festive framing. The drink’s role was symbolic and theatrical; nothing in the case establishes that consuming a soft drink changes emotions or resolves real interpersonal conflict.

A music video provided the central asset, supported by digital and social activity. The campaign archive describes humorous posts built around familiar rivalries and communities, while coverage records use of the hashtag associated with the title. The same idea could travel as a song, a reaction or a short social reference. This entry treats the recurring reconciliation platform as one family and does not count later Tet editions with different performers as additional original campaigns.

The mechanism is an easy social phrase attached to a recognisable season and melody. People do not need to repeat the entire commercial to reuse the invitation. That portability can make a branded idea part of ordinary conversation, but it also requires boundaries. Small festive misunderstandings are different from abuse, discrimination or serious unresolved harm. An editorial adaptation should never tell people to forgive consequential mistreatment merely to preserve a cheerful brand atmosphere.

The opened sources contain promotional results and enthusiastic commentary, not an independent experiment that separates the campaign from distribution, price or other commercial changes. This study therefore avoids repeating sales-growth percentages as proven advertising effects. Its useful learning is the construction of a portable seasonal invitation with a clear emotional scope. For a smaller team, success would mean that people understand and voluntarily use the idea in an appropriate context, not that a hashtag becomes busy or that every disagreement is treated as something to laugh away.

Name a small real tension

Use an ordinary festive inconvenience rather than a vague promise of happiness.

Keep the invitation portable

Make the central idea understandable without replaying the entire film.

Set emotional boundaries

Do not use reconciliation language to minimise serious harm.

A small test for another brief

Test a light-hearted invitation to reset minor team misunderstandings.

Measure comprehension and willingness to reuse the phrase appropriately.

Stop if it pressures people to disclose or overlook serious conflicts.

• Choose a harmless fictional disagreement and write a short original line.
• Create a simple card or audio sketch with no beverage or wellbeing claim.
• Ask consenting adults whether the tone feels useful or dismissive.