Strongbow: Festive 2023 – the cultural leap of an out-cider

Strongbow, a cider brand, launched a social film featuring brand ambassadors to introduce Mẹo Chill to Vietnam, accelerate awareness to win over competitors during the festive season, shift consumer behaviour, and increase product trials.

Campaign details

Brand: HEINEKEN VIETNAM BREWERY LIMITED COMPANYAgency: DENTSU REDSTARRegion: APAC

Strategy

Objective

CHALLENGE:

During Tet, the Lunar New Year, beer consumption is a long-standing tradition, particularly in Vietnam, one of the world's top ten highest beer-consuming countries, where beer holds a dominant 94% share in the alcoholic beverages market.

Strongbow joined the Vietnamese market after 5 years, not only pioneering the cider category, but also successfully spreading the "chill" culture platform among millennials and Gen-Z. However, while being well associated with Chill drinking occasions, Strongbow is not a relevant drink for festive celebrations.

To...

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