Bia Saigon: Tet 2022 – how real local pride beats fake news

Global beverage manufacturer Heineken ran a multichannel campaign for its Vietnamese brand, Bia Saigon, to grow sales, consideration and brand equity.

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...

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