Heineken Silver: Cancel proof

Heineken, a beer brand, developed an Ekoin hub to generate ongoing Ekoin mining engagement via a QR code, create more value for drinkers in Vietnam and revert the sales decline.

Campaign details

Brand: HeinekenAgency: Leo BurnettRegion: APAC

Strategy

Objective

EXPENSES FIRST, BEER LATER

2023 was a rough year. Great recession, followed by the great "resignation". Economic growth was halted to 6.3% in 2023 from a robust 8% last year (Bloomberg, 2023). More than 500 thousand people lost their jobs (TH Nhan Dan, 2023) Vietnamese dong lost almost 10% of its value (McKinsey, 2023).

Let's just say buying beer was a harder luxury and not on top of the to-buy list. Even in the usually busiest periods of the year, sales declined by almost 30% compared...

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