Heineken Silver: The eKoin

Global beer brand Heineken ran a digital-led omnichannel campaign in Vietnam in 2022 to attract Gen Z consumers and drive sales of its Silver variant.

Campaign details

Brand: HeinekenAgency: Publicis GroupeRegion: APAC

Campaign video

Strategy

Objective

In Vietnam, South East Asia's biggest and most competitive beer market, Heineken, one of the world's most iconic beer brands, was in decline and had been for almost 5 years.

Whilst the brand still maintained high levels of awareness and meaningfulness our total sales were declining year on year.

The core issue was that whilst we were still recognized as a premium brand, in the eyes of younger generations and especially Generation Z we were seen as a beer that was for older generations...

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