Campaign details
Brand: HeinekenLead Agency: Leo Burnett VietnamRegion: APAC
Strategy
Objective
Background
In 2016, Heineken introduced a 330ml Sleek can (tall and skinny) with the ambition of conveying a more premium image for consumers who seek for a more sophisticated drinking experience. It was a soft launch with minimum media support. While the Sleek cans were highly distributed, the Regular can still dominated volumes and on-shelf presence. Meanwhile, the brand's premium and youth driven attributes continued to slide. It has started to lose its 'coolness' appeal amongst young Vietnamese drinkers while being perceived as a...