Campaign details
Brand: HEINEKEN VIETNAM BREWERY LIMITED COMPANYAgency: DENTSU REDSTARRegion: APAC
Strategy
Objective
CHALLENGE:
During Tet, the Lunar New Year, beer consumption is a long-standing tradition, particularly in Vietnam, one of the world's top ten highest beer-consuming countries, where beer holds a dominant 94% share in the alcoholic beverages market.
Strongbow joined the Vietnamese market after 5 years, not only pioneering the cider category, but also successfully spreading the "chill" culture platform among millennials and Gen-Z. However, while being well associated with Chill drinking occasions, Strongbow is not a relevant drink for festive celebrations.
To...