Tiger: Roar Your Courage, Uncage Positivity

Tiger, a beer brand, supported drinking outlets and increased sales with its two-phase campaign in Vietnam.

Campaign details

Brand: Tiger Agency: Red Star Region: APAC

Strategy

Objective

COVID-19 created unforeseen chaos and panic among Vietnamese, and all social connections were strictly limited in order to protect ourselves from the rapid spread of the virus.

Prior to the pandemic, the Vietnam beer category was highly dynamic and extremely competitive, with majority of the volume coming from off-premise consumption. However, all drinking occasions were restricted to in-home consumption during the lockdown

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