Red Bull: 2021 Red Bull Vietnam x Hoang Anh Gia Lai Football Team partnership

Mai Anh Tran

Red Bull, an energy drink brand, launched a campaign in Vietnam to create a connection with white-collar workers and students in southern Vietnam without losing support in its core consumer group, blue-collar workers.

Campaign details

Brand: Red BullBrand owner: T.C. Pharmaceutical Industries Co., LtdLead agency: Starcom Vietnam, Ogilvy VietnamContributing agency: Mango DigitalCountry: VietnamIndustries: Energy drinksMedia channels: Outdoor, out-of-home, Social media, Sponsorship - sportsBudget: Up to 500k

Executive summary

Red Bull, with a long heritage in Vietnam, and a strong presence in Northern Vietnam is well known as a problem-solver with instant energy boost and physical uplift as its core attributes to 60% of its consumers, the blue-collar workers. But due to lack of a strong emotional connect the...

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