LARUE SMOOTH
Client
HVNDate
01 January, 2023Services
- Creative & Content
- Brand & Design
Tags
#creative
#FMCG
#Beer
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BRIEF
Bia Larue born in the Central Mid region it grew to become king of was being aggressively attacked by a regional focused beer brand – Huda who was quickly gaining share. We needed to reclaim our throne.
INSIGHT
We went purely functional after learning from our drinkers that they drink 4 days a week with an average of 6 to 8 cans per session. They want drinkability - no head or belly ache, regardless of the amount they drink. They want a more modern, premium image but not a premium beer.
IDEA
Innovate by creating a variant just for the region.
LARUE SMOOTH was born! With a new look & premium sleek can, we launched A SMOOTH RIDE - SMOOTH from the 1st gulp, down the tongue & throat, SMOOTH from the nite to the day after.
IMPACT
- Fastest innovation growth in Heineken Vietnam’s history
- Volume contributed 292%
- Market Share up 16% within 5 months
- Top 5 Buzz from launch campaign
