Ho Chi Minh City, Vietnam — La Vie has launched a new campaign that turns football’s increasingly debated hydration breaks into an opportunity to reward fans, encouraging them to do what the breaks were originally intended for: hydrate.
Created with Ogilvy Vietnam, the “Hydration Breaks The Ads” campaign responds to a growing frustration among football audiences, who often find themselves watching a stream of commercials during match interruptions.
Instead of competing for airtime during the breaks, La Vie has chosen to step away from the traditional advertising battle and redirect its media spend towards fans themselves.
Under the campaign, viewers can win cash rewards by sharing videos of themselves drinking La Vie at home during hydration breaks, transforming a commonly criticised moment into an engaging fan experience.
The campaign aims to reinforce La Vie’s position as a hydration brand while reminding audiences of the original purpose of the break.
The initiative also reflects a broader shift in how brands are approaching live sporting moments, focusing less on interruption and more on participation.
According to Ogilvy Vietnam, the idea was inspired by the reality of football viewing habits in Vietnam, where many fans stay up late to watch international matches from home.
Hoang Anh, Ogilvy Vietnam’s Group Account Director, shared “The best ad a water brand could have during hydration breaks, is seeing fans stay hydrated for real. So rather than buying another TV spot during the breaks, La Vie redirects its ad spend to reward fans for drinking it, cooling the debate while playfully turning fans into the brand’s most authentic ads.”
By turning fans into the centre of the campaign, La Vie is using one of football’s most talked-about moments to promote healthier habits while creating a more meaningful connection with audiences.
Rather than asking viewers to sit through another advertisement, La Vie is giving them a reason to look forward to the next hydration break.
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