business β¨ Water bottle becomes wearable fashion statement
The Purpose Group Vietnam launched La Vie Light by turning the mineral water into a wearable accessory. This campaign targeted Gen Z by making healthy living a tangible, everyday experience, not just a message. The Light Strap, created for La Vie Light, was designed with utility, fashion, and personalization in mind. It features five pastel colorways and multiple attachment points for customization. Ultimately, this approach encouraged real behavior change by integrating the product seamlessly into daily routines. π§