Campaign details
Brand: HEINEKEN VIETNAM BREWERY LIMITED COMPANYAgency: DENTSU REDSTARRegion: APAC
Strategy
Objective
Tiger Crystal, the leading brand in the sessionable lager beer, aspires to differentiate itself from the highly aggressive category with its unique & new brand proposition "Open refreshment, Ignite your passion". However, 2022 challenges:
- Volume growth was insignificant in comparison with the last 2 years, considering the uptrend of sessionable segment & competitor growth.
- ATL was cluttered with plenty of brands, Tiger Crystal's new message was different, yet not tangible enough to stand apart.
- Contextual relevance, 2022 was post-lockdown period, brand experience...