Drawing on Central Vietnam’s surf culture, the new brew draws inspiration from a Wave of Fun
Huda, a long-established central Vietnamese beer owned by Carlsberg Vietnam, has collaborated with creative agency Mullen Lowe Mishra to launch its first youth-focused brand extension that invites younger people to join an endless “Wave of Fun”.
Central to the campaign is a new beverage called Huda Ice Twist. According to the brewer, it is “a low-bitterness, easy-to-drink beer with a hint of Central Vietnam lime that transports consumers to sunny Central Vietnam summer beach parties, with a super smooth flavour that will reignite the party mood and keep the fun going for Vietnamese Gen Z.”
The Huda Wave of Fun is a creative device aligned with the brand’s logo of a wave, which demonstrates the continuous nature of fun. Similar to a Vietnamese beach wave, it sweeps people up towards the next epic party just as one is winding down, leading to exciting and memorable experiences. As part of the Wave of Fun concept, a film will be launched across national television, social media channels, and LED screens across provinces.
Other digital activations have also been launched, leveraging Artificial Intelligence to create an immersive experience for consumers, and on-ground events nationwide have reached 114,000 participants to date. Already, an ‘Under the Cap’ (UTC) promotion aligned to the theme has successfully triggered trials with 178% volume growth; while the campaign video has attracted more than one million views on YouTube.
“Brewed and bottled in Central Vietnam, Huda has been an iconic beer brand enjoyed by many generations of Vietnamese people,” said Dang Dinh Chinh, Brand Director, Core Beer, Carlsberg Vietnam. “For more than 30 years, we’ve stayed true to the spirit of central Vietnam. With our latest offering, Huda Ice Twist, we wanted to uphold and refresh this 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.”
Huda Ice Twist was launched at the Hue Festival 2024 in central Vietnam from 7-12 June. 20,000 people gathered at the event to take part in team games and sports activities, before extending the event into a musical night.
Performing were top music artists, including Tang Duy Tan, HIEUTHUHAI, Double2T, DJ Oxy, MC Hoang Rapper, and Nhiet Huyet Band. Spectators ‘lit up’ in coordination to create a giant wave of joy in the signature blue color of Huda Ice Twist.
