Tiger: Crystal rave

Tiger Crystal, a lager brand, launched a series of real and virtual Water EDM Festivals, Crystal Rave, to define its essence with a distinctive brand experience, gain consumers' love in Vietnam and accelerate consumption in a period of a severe price increase due to the highly inflationary market.

Campaign details

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

Strategy

Objective

Tiger Crystal, the leading brand in the sessionable lager beer, aspires to differentiate itself from the highly aggressive category with its unique & new brand proposition "Open refreshment, Ignite your passion". However, 2022 challenges:

  1. Volume growth was insignificant in comparison with the last 2 years, considering the uptrend of sessionable segment & competitor growth.
  2. ATL was cluttered with plenty of brands, Tiger Crystal's new message was different, yet not tangible enough to stand apart.
  3. Contextual relevance, 2022 was post-lockdown period, brand experience...

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