Bia Saigon: Masterbrand Tet 2023 – 63 is 1

Bia Saigon, a lager brand, introduced the "63 cans" collection to celebrate all 63 provinces in Vietnam and to leverage Tet and reinforce the brand's new proposition of "Rise Together".

Campaign details

Brand: SabecoAgency: EssenceMediacom VietnamRegion: APAC

Strategy

Objective

Bia Saigon (BSG) is a renowned brand born and bred in Vietnam, and strongly associated with the Vietnamese cultural core. However, the brand has seen a decline in reputation among the younger audience, leading to the launch of the new brand proposition of "Rise Together".

With that, Tet has become a pivotal occasion for the brand to leverage and reinforce this new proposition. Bia Saigon identified Bia Saigon Lager, the brand with the widest footprint across the region, as the strategic product to win the highly...

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