The Purpose Group Vietnam turns La Vie Light into a wearable symbol of healthy living
Today, a compelling campaign message alone is no longer enough to engage consumers – especially in a low-involvement category like bottled mineral water. That was the challenge The Purpose Group Vietnam set out to solve when partnering with La Vie to launch La Vie Light – a mineral water with a lighter taste and natural minerals.
Instead of following a conventional route of simply communicating product benefits, The Purpose Group, a Vietnam-born independent creative and innovation company, wanted to create a campaign that asked a bigger question: Could a product that people usually buy only when needed become a natural part of Gen Z’s everyday lifestyle?
Inspired by La Vie Light’s brand promise, “The ‘Light’ Start To A Healthy Lifestyle,” the agency believed the campaign needed to go beyond communication.
The Purpose Group Creative Director – Nam Hang said the message had to become an experience – something people could actually wear, use and embrace.
“Every touchpoint was therefore designed to be relevant, effortless and genuinely useful for Wellness Beginners”, said Nam. “The challenge was no longer “How do we get more people to know about our newest product?” Instead, it became: “How do we make the product naturally fit into consumers’ everyday lives?””
The inspiration came from a simple observation he witnessed.
“I noticed a young person wearing a stylish sports outfit. Everything looked effortless – except for the bulky crossbody bag carrying a hanging water bottle. It disrupted both the look and the freedom to move. That observation revealed an important insight: if we wanted more young people to live healthier, we shouldn’t ask them to change their lifestyle overnight. We simply needed to make the first step lighter,” explained Nam.
“That’s why The “Light” Start To A Healthy Lifestyle became more than a brand promise. It became a tangible product experience that seamlessly integrated La Vie Light into Gen Z’s daily routines – stylish enough to match their look, light enough to carry effortlessly, and practical enough to support healthier habits every day.”
The Purpose Group’s answer was the Light Strap – a wearable accessory created exclusively for La Vie Light.
Bringing the Light Strap to life required an extensive R&D process. The objective was simple: make La Vie Light easier to carry, more stylish to wear, and more seamlessly integrated into young consumers’ everyday lives.
To achieve that, The Purpose Group established three key design principles: utility, fashion and personalisation.
To maximise functionality, the bottle holder was precisely engineered to fit the shape of the La Vie Light bottle, making it comfortable to carry while keeping the overall look clean and effortless. Knotted paracord was selected to ensure durability for everyday use. Fashion was equally important. After exploring multiple options, the team curated five pastel colourways that not only reflected current style trends but also complemented La Vie Light’s refreshed visual identity.
The Light Strap was also designed to encourage personal expression. Multiple attachment points allowed users to customize it with everyday essentials – from lip balm and mini wallets to earbuds or decorative charms – making every strap uniquely their own.
Instead of relying solely on traditional advertising to introduce a new product, The Purpose Group created a tangible lifestyle solution that people could incorporate into their everyday routines. By turning the brand promise into something consumers could actually wear and experience, the campaign succeeded in encouraging real behaviour change.
More importantly, La Vie Light also raised a question worth considering: Can advertising professionals and marketers do more than what is traditionally expected, with the aim of changing consumer behaviour?
For La Vie Light, the answer came from consumers themselves – those who carried the Light Strap and embraced The “Light” Start To A Healthy Lifestyle.
From brand strategy and integrated communications to consumer experiences and engagement platforms, The Purpose Group partners with leading brands including Red Bull, Warrior (TCP Vietnam), GSK, Budweiser (AB InBev), OPPO, Nestlé Waters, Unilever and Pizza Hut. The Purpose Group was named Agency of the Year at the Van Xuan Awards 2025 and BSI Awards 2026.