Heineken: Heineken Silver – crack the culture's code of gaming

Global beer brand Heineken ran the Silver x AOV campaign to grow sales, awareness and brand equity in Vietnam.

Campaign details

Brand: HeinekenAgency: Dentsu RedstarRegion: APAC

Strategy

Objective

In the future, Heineken Silver is expected to play a significant role in driving Heineken's total portfolio sales volumes, following its impressive growth in 2021-2022. Earlier in 2022, Heineken launched its new brand essence of "Refresh Your World" with the aim of becoming the first beer of choice for Gen Z drinkers. Heineken Silver, the beer designed for young drinkers, has successfully established itself in consumers' minds through "Unexpected Smooth" communications and eKoin, the brand's experiential loyalty platform.

In the second half of 2022, Heineken Silver...

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