Tiger: Crystal rave

Tiger Crystal, a lager brand, launched a series of real and virtual Water EDM Festivals, Crystal Rave, to define its essence with a distinctive brand experience, gain consumers' love in Vietnam and accelerate consumption in a period of a severe price increase due to the highly inflationary market.

Campaign details




Tiger Crystal, the leading brand in the sessionable lager beer, aspires to differentiate itself from the highly aggressive category with its unique & new brand proposition "Open refreshment, Ignite your passion". However, 2022 challenges:

  1. Volume growth was insignificant in comparison with the last 2 years, considering the uptrend of sessionable segment & competitor growth.
  2. ATL was cluttered with plenty of brands, Tiger Crystal's new message was different, yet not tangible enough to stand apart.
  3. Contextual relevance, 2022 was post-lockdown period, brand experience...

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