Bia Saigon: Masterbrand Tet 2023 – 63 is 1

Bia Saigon, a lager brand, introduced the "63 cans" collection to celebrate all 63 provinces in Vietnam and to leverage Tet and reinforce the brand's new proposition of "Rise Together".

Campaign details

Brand: SabecoAgency: EssenceMediacom VietnamRegion: APAC



Bia Saigon (BSG) is a renowned brand born and bred in Vietnam, and strongly associated with the Vietnamese cultural core. However, the brand has seen a decline in reputation among the younger audience, leading to the launch of the new brand proposition of "Rise Together".

With that, Tet has become a pivotal occasion for the brand to leverage and reinforce this new proposition. Bia Saigon identified Bia Saigon Lager, the brand with the widest footprint across the region, as the strategic product to win the highly...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands