Vietjet – Texas Chicken – Coca-Cola: Leveraging Triple-Brand Partnerships to Drive Sales & Customer Engagement
- Jenn Duong
- Aug 31
- 1 min read
Situation
In 2019, Vietjet Air – one of Vietnam’s leading low-cost carriers – aimed to expand its brand presence beyond core air transportation, positioning itself as a lifestyle brand
In a highly competitive market, the challenge was to design a three-way partnership (Vietjet Air – Texas Chicken – Coca-Cola) that could deliver measurable benefits for all parties while enhancing customer experience and strengthening Vietjet Air’s brand equity
Task
Connect three brands with overlapping audiences but different consumption behaviours
Create a cross-promotion mechanism that generates direct revenue and increases brand awareness
Execute swiftly, with unified communication and continuous performance monitoring
Action
Cross-Promotion Mechanics
On Vietjet flights: Passengers purchasing a Coca-Cola + meal combo received Texas Chicken vouchers
At Texas Chicken outlets: Customers purchasing Coca-Cola with meals received discounted Vietjet flight vouchers
Integrated Marketing Campaign
Co-branded materials across online & offline channels
In-flight crew training to actively promote the offer
Joint social media teasers and PR campaigns to amplify awareness
Execution & Measurement
Synchronized launch timelines for consistent messaging
Weekly sharing of sales & traffic data among all three partners to optimize promotions
Result
+1,000 additional daily visitors to Texas Chicken during the campaign period.
Significant uplift in in-flight combo sales and Coca-Cola volume compared to pre-campaign levels
Higher brand recall and more positive brand perception for all three brands (customer survey)
Demonstrated the power of a multi-brand alliance when partners share values and target audiences
Key takeaway
A strategic alliance can go far beyond short-term promotions. When brands align on audience, values, and execution, the result is not just sales – but a connected brand ecosystem that drives mutual growth.
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