Strongbow: Festive 2023 – the cultural leap of an out-cider

Strongbow, a cider brand, launched a social film featuring brand ambassadors to introduce Mẹo Chill to Vietnam, accelerate awareness to win over competitors during the festive season, shift consumer behaviour, and increase product trials.

Campaign details





During Tet, the Lunar New Year, beer consumption is a long-standing tradition, particularly in Vietnam, one of the world's top ten highest beer-consuming countries, where beer holds a dominant 94% share in the alcoholic beverages market.

Strongbow joined the Vietnamese market after 5 years, not only pioneering the cider category, but also successfully spreading the "chill" culture platform among millennials and Gen-Z. However, while being well associated with Chill drinking occasions, Strongbow is not a relevant drink for festive celebrations.


Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands