Bia Viet: Uniting millions of Vietnamese on their way home for a blooming Tet

Heineken created All-In for Coming Home, an experiential, multichannel campaign in Vietnam in 2022 to grow sales and market share for its Bia Viet beer brand.

Campaign details

Brand: BIA VIETAgency: Phibious VietnamRegion: APAC

Strategy

Objective

Vietnam, with 54 ethnic groups and dialects spoken, is beautifully diverse, bringing plenty of good things, but at the same time, dividing the country. The more different and unique the people are, the more they feel disconnected from each other. The beer category itself is also divided into regional strongholds. Bia Viet - a new beer in Heineken's mainstream portfolio - was born to connect all Vietnamese with the belief that there are common grounds proudly shared by the people. We found that despite differences,...

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