Campaign details
Brand: EdelweissAgency: Dentsu RedstarRegion: APAC
Strategy
Objective
Edelweiss, despite its rich heritage and being one of the world's first wheat beers, faces many challenges in its first year entering the fiercely competitive premium beer market in Vietnam. These include building brand power from scratch, focusing on Saliency, Meaningfulness and Differentiation.
In its launching campaign, Edelweiss established a unique and differentiated positioning: "Snow beer from the Alps" to break out of the sea of sameness and support the brand's first awareness in the market.
Therefore, the next challenge for Edelweiss is standing out in...