Campaign details
Brand: BIA SAIGONAgency: OGILVYRegion: APAC
Strategy
Objective
Since the relaunch of masterbrand in 2019, Bia Saigon faced a crisis that Vietnamese perceived the brand was no longer a Vietnamese brand and it was sold to China. Fake news was spreading out like wildfire, significantly impacting not only on the brand image and equity, but also on the business. Local retailers were rejecting the brand, many Vietnamese drinkers said no to buying and drinking our beer. The 146-year heritage built in Vietnam was jeopardized. Facing this crisis, the big overall goal of Bia Saigon...