CLIENT
Heineken Vietnam
1. Anna Bizon - Marketing Director
2. Hoang Nguyen - Marketing Manager
3. Vy Ho - Brand Manager
AGENCY
1. Kate Bayona-Garcia - Chief Executive Officer
2. Paolo Garcia - Group Chief Creative Officer
3. Chandu Rajapreyar - Executive Creative Director
4. Yen Dang - Associate Creative Director
5. Daniel Tingcungco - Senior Art Director
6. Kit Nguyen Huynh - Art Director
7. Julian Brzoska - General Manager
SUMMARY
Beer dominates alcohol consumption in Vietnam, comprising 90% of the market. Heineken, an iconic brand, struggled to connect with the youth, due to its expensive and outdated image. Young Vietnamese moved towards international and premium local brands for unique experiences, or affordable utilitarian brands, for basic beer. Enter, Heineken Sleek - a new, slimmer can, without a change in product, or price. How would we convince young people it's for them? We combined beer, music, and technology, and offered more value and experiences through the packaging, than the product itself.
