Edelweiss: Edelweiss Festive – the first snow show in Vietnam

Global beer brand Heineken used a Christmas stunt to grow sales, awareness and brand equity for its Edelweiss wheat beer in Vietnam.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands