Halida, a local beer recently acquired by Carlsberg, has launched a brand campaign to rejuvenate its image in urban centres in Vietnam. Halida is most widely consumed outside cities in northern Vietnam, but is a distant second to the most popular local beer, Hanoi Beer, which claims 70 per cent of the market. According to Hiep Hoang-Dao, account director of Halida's agency Saatchi & Saatchi Vietnam, Halida lacked an emotional tie with its audience ... because its image was ill-defined. "People have heard of Halida but, in the cities, they only drink Halida when Hanoi beer isn't available. Its top-of-mind awareness is low," she said.
The campaign uses TV, print and on-ground activation. The TV spots star a group of young men who find ‘Halida-' excuses to drink together every night. In one spot, the gang celebrates the return to bachelorhood for one man, whose girlfriend has dumped him for always spending time with his drinking buddies. In another spot, a man celebrates scoring his first goal for his football team - although it was an own-goal.