One Beer to Celebrate
After 30 years in the market, in 2022 Carlsberg set out to carve out a distinct brand image for itself and expand its relevance to consumers by tapping into a local media platform - Sharktank Vietnam.
However, up against giants like Heineken who dominate 50% of the market and constrained by a limited budget and resources, we needed to be strategic about how we translated the brand platform “Cheers to Progress”.
Inspired by Carlsberg’s core audience, urban and progressively-minded professionals, we arrived at the insight that “the man who knows how to celebrate, knows how to win”, championing the idea of celebrating small wins as an unskippable part of success.
Cue the key message for Carlsberg x Sharktank Season 6 “Only 1 Beer to celebrate 1 Thousand Milestones”. The campaign emerged as an extremely successful move that amplified buzz for the brand and established brand association with an aspirational tribe of forward-thinking men that didn’t just resonate with core users but extended its reach to a broader audience through its commercial/entertainment value.
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Architecting a distinctive brand platform for Carlsberg Beer in Vietnam.
