Heineken: Heineken Silver – The Biggest Launch In Vietnam

Heineken, a beer brand, improved brand image and increased brand awareness in Vietnam by positioning its new product Heineken Silver as an easy-to-drink beer for any occasion.

Campaign details

Brand: Heineken SilverAgency: Red StarRegion: APAC

Strategy

Objective

Vietnam is one of the biggest and most dynamic beer markets in the world, and in the past decade, the total market volume has been growing annually at about 9%. Heineken has been the market leader in the international premium beer segment historically, but despite its high brand equity and strong YoY investment, Heineken has been on a decline since 2011 due to increasing competitive activity and its aging perception. Moreover, as the market matures, people are exploring more drinking occasions and brands in their...

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