Heineken Tiger: Collaboration laboratory – by Gen Z for Gen Z

Heineken, a beer brand, worked with young people in Vietnam to produce a new beer that was made by Gen Z for Gen Z.

Campaign details

Brand: Heineken Vietnam Brewery Limited (HVBL)Lead Agency: Dentsu Services VietnamRegion: APAC

Strategy

Objective

Tiger has been the dominant premium beer brand in Vietnam for years, with high bonding and great loyalty from core drinkers (male from 30 years old) and in a highly competitive beer market, it is batting to maintain its progressive image among consumers. To protect its sustainable leadership position, the brand needed to build relevance and engagement among the rising generation of consumers – the Gen Z (18-24 years old) – who have very different values and emotion needs.

As...

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