Campaign details
Brand: HeinekenAgency: Publicis GroupeRegion: APAC
Campaign video
Strategy
Objective
In Vietnam, South East Asia's biggest and most competitive beer market, Heineken, one of the world's most iconic beer brands, was in decline and had been for almost 5 years.
Whilst the brand still maintained high levels of awareness and meaningfulness our total sales were declining year on year.
The core issue was that whilst we were still recognized as a premium brand, in the eyes of younger generations and especially Generation Z we were seen as a beer that was for older generations...