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




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...

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