Vietnam – Huda, a Vietnamese beer brand owned by Carlsberg Vietnam, has collaborated with creative agency MullenLowe Mishra to launch its first-ever youth focused brand extension that invites young people to join an endless ‘Wave of Fun’.
Drawing inspiration from the brand’s logo of a wave, Huda’s Wave of Fun campaign aims to sweep people up towards the next epic party just as one is winding down, leading youths to exciting and memorable experiences.
In a campaign running until the end of this month, the “Wave of Fun” is dramatised via a new video launched across national television, social media channels and LED screens across provinces.
Digital activations have also been launched, leveraging AI to create an immersive experience for consumers, while nationwide on-ground events have reached 114,000 participants. An ‘Under the Cap’ (UTC) promotion aligned to the theme has also successfully triggered trials with 178% volume growth, whilst the campaign video has earned more than 1 million views on YouTube.
Talking about the campaign, Dang Dinh Chinh, brand director, core beer at Carlsberg Vietnam, said, “With our latest offering, Huda Ice Twist, we wanted to uphold and refresh our brand legacy and we believe this will become the choice for young people’s fun times thanks to its youthful vibe, smooth, easy-to-drink taste and highly evocative brand proposition built around keeping the fun going.”
Meanwhile, Saby Mishra, CEO of MullenLowe Mishra, commented, “For us, Huda Ice Twist was more than just a beer campaign. It marks the birth of a new beer brand in Vietnam by carefully leveraging the legacy of an icon, crafting a compelling new proposition based on real insight and building a distinctive brand code that’s caught the attention of younger cohorts in Vietnam.”
“It is great to see ‘Wave of Fun’ roll out after months of meticulous work by our teams in partnership with the Huda brand team at Carlsberg Vietnam. We are proud to be playing a part in expanding this iconic local beer franchise in Vietnam,” he added.
