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 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...

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