Bia Saigon Chill: Turning around a beer brand by not acting like a beer brand

BSG Chill, a light beer brand, took over a hallmark Opera House in Vietnam to launch a one-of-a-kind fashion show "Runway to New Year", and increase awareness, engagement and trial, along with a clear image and message.

Campaign details

Brand: SabecoAgency: Ogilvy VietnamRegion: APAC

Strategy

Objective

Ranked among the highest beer consumption countries, Vietnam is a brutal and unforgiving battleground. In 2020, BSG Chill, an infantile and light beer added to the total BIA SAIGON family, entered the market with a classic fatal mistake: a rather safe launch strategy with conventional approaches promoting only functional taste. Lacking a compelling brand story and image, coupled with low awareness, has led to a notoriously low trial rate for a newborn beer.

After periods of dwindling growth ever since the launch, 2023 was a critical...

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