Case study · Integrated marketing communications
Budweiser Zero Vietnam IMC campaign
“Bật tung nắp, quẩy bung nóc”: a Tết 2025 plan to grow Budweiser Zero in Vietnam’s non-alcoholic beer segment.
+25%
sales growth target for Budweiser Zero over Tết
- Brand
- Budweiser Zero
- Window
- Dec 2024 – Feb 2025
- Discipline
- IMC planning
01
Executive summary
- Sales target
- +25%
- Challenge participants
- 1,000+
- VND countdown party
- 25B
- VND challenge prizes
- 132.5M
Main objectives
Communication: raise awareness of Budweiser Zero in the non-alcoholic beer segment around the slogan “Không cồn, không giới hạn – tận hưởng mọi khoảnh khắc,” and attract at least 1,000 participants to the challenge on TikTok and Facebook.
Business: grow Budweiser Zero sales by 25% in Vietnam and establish it as the preferred non-alcoholic beer, solidifying a market-leader position.
Key strategies
Target audience
Millennials and Gen Z (18–35) in Hà Nội, TP.HCM, Đà Nẵng, and Cần Thơ: middle to high income, health-conscious, trend-driven, and socially active.
Media strategy
Social media (influencers, AR filters, Facebook and TikTok ads), outdoor billboards in high-traffic areas, and Tết-themed retail activations.
Creative execution
“Enjoy every moment worry-free”: fun-gathering video ads, the #ZeroCheersChallenge cooking contest, and a countdown party on Nguyễn Huệ Walking Street.
Key recommendations: align the creative concept with the audience’s preference for responsible celebration and social connection, and use celebrity influence and festive events to create buzz and drive participation.
02
Brand introduction
Foundation
Introduced in 1876 by Adolphus Busch in St. Louis, Missouri, Budweiser was one of the first nationally distributed US lagers. Parent company Anheuser-Busch InBev pioneered pasteurization and refrigerated railcars.
Mission
Aligned with AB InBev: “To create a future with more cheers,” prioritizing quality, sustainability, community, responsible drinking, and eco-friendly brewing.
Vision
Lead the global beer market through innovation and sustainability, staying an iconic symbol while targeting carbon neutrality and 100% renewable electricity by 2025.
03
Market analysis
Product and market needs
Budweiser’s flagship is an American-style lager with a crisp taste and golden hue, brewed from barley malt, rice, and a proprietary hop blend. Variants such as Budweiser Zero serve consumers seeking alcohol-free options, and seasonal and limited editions show its adaptability.
Younger drinkers want experiences, healthier choices, and meaningful brand connections, so the brand leans on craft-inspired options, affordable pricing, sustainability storytelling, and influencer partnerships.
SWOT analysis
Strengths: “King of Beers” heritage, extensive distribution, economies of scale for competitive pricing, and ties to American culture.
Weaknesses: Slow to adapt to craft and low-calorie trends; traditional branding may feel outdated to younger, trend-driven consumers.
Opportunities: Sustainable brewing, craft-inspired and non-alcoholic lines for health-conscious buyers, and digital storytelling with influencers for Gen Z and Millennials.
Threats: Craft beer growth, hard seltzers and canned cocktails, rivals like Heineken with modern branding, and volatile raw material costs.
04
Competitor analysis
Direct competitors
Heineken
Premium global and Vietnamese brand known for quality and a crisp, stronger, bitter flavor with slight sweetness; ideal for special events.
Tiger
Affordable and popular with young consumers in Asia; light, smooth, mildly bitter, and slightly fruity, best served cold.
White Lion
Vietnamese brand with bold malt flavor and a strong aftertaste, neutral pricing, and broad appeal for casual gatherings.
Indirect competitors
Coca-Cola
Often replaces beer at family get-togethers and alcohol-free events.
Aquafina
Rising health awareness pushes people toward water, especially when alertness matters; modern branding targets health-conscious youth.
Red Bull
Appeals to young, active consumers at dynamic events; sponsors sports and music with the “gives you wings” slogan.
05
Market segmentation
Geographic
Urban focus: Ho Chi Minh City (8M residents), Hanoi (5M), and Da Nang (1.2M). HCMC and Hanoi account for 70% of premium beer sales; Da Nang draws international tourists.
Demographic
Ages 25–40 are the core premium group, with Gen Z (18–24) emerging. Middle to high income, slightly male-skewed, educated young professionals in business and technology.
Psychological
Outgoing, confident, adventurous, and trendy; sees Budweiser as high-quality and aspirational, tied to global events like FIFA and concerts; prefers international products.
Behavioral
Consumed at parties, gatherings, and celebrations like Tết. Seeks premium taste, prestige, and social status; both regular and occasional drinkers.
Target audience: urban, middle-to-high income, trend-savvy people aged 25–40 in major Vietnamese cities who value quality, prestige, and global appeal. International appeal and creative campaigns are key to engaging Gen Z.
06
Marketing mix
Budweiser is more than a regular beer: a statement of freedom and originality, just like the brand spirit.
Product
Original Budweiser
5% alcohol in 330mL and 500mL cans. Golden color, malt and noble hop aroma with citrus and fruity notes; rich, slightly bitter, clean finish.
Glass and aluminum bottles
335mL glass and 355mL aluminum: premium AB InBev bottles with a smooth, balanced flavor, mild bitterness, and a sweet aftertaste.
Budweiser Zero
Alcohol-free with the taste of Budweiser at about 50 calories and zero sugar, for drinkers cutting back on alcohol.
Core value
Quench thirst and accompany hangouts; a tasteful, fresh foreign beer; a trendy, dynamic brand image.
Actual product
Worldwide reputation, luxurious packaging, eco-friendly materials and technology, “premium” positioning.
Augmented product
Fast national delivery (2–4 hours), online consultation, and a weekly email newsletter.
Price
Competitor-based pricing keeps Budweiser in a band: no lower than the 15,000 VND floor and no higher than the 19,000 VND ceiling for a 330mL can, in line with foreign brands and well above domestic ones. Cost-based pricing reflects top ingredients, eco-friendly technology, and heavy marketing investment.
| Format | Typical price (VND) |
|---|---|
| Glass bottle | 17,900 – 18,300 |
| Beer can | 15,000 – 18,000 |
| Aluminum bottle (best preserves carbonation) | 40,800 – 45,000 |
| 6-can combo | 105,000 – 168,000 |
Place
A multichannel network with an intensive distribution strategy.
Indirect
Supermarkets (BigC, Vinmart, AeonMall), convenience stores (Circle K, ShopnGo, B’s Mart, Ministop), traditional grocers, B2B key accounts (hotels, restaurants, bars, Vuon Bia Hanoi), and e-commerce (Bach Hoa Xanh, Shopee, Tiki).
Direct
Vua Bia, AB InBev’s only official Vietnam website selling all its brands, with promotions for both B2C and B2B.
Promotion
A pull strategy built on TV (VTV1, VTV3) and online ads, PR, sponsorship, sales promotion, and digital marketing.
- PR and CSR: the “Same same BUD different” campaign promoted responsible drinking; sponsorship spreads the “American spirit” of freedom and “work hard, play hard.”
- Sales promotion: online mini-games, quantity discounts for B2B through Vua Bia, and lower summer pricing to lift seasonal demand.
- Campaigns: “We Are The Rising Kings” (FIFA World Cup), “BUDWEISER. CHẤT ÊM. MY GAME” (a young, bold lifestyle), and the Tết Talks 2020 video series on YouTube.
07
Marketing strategies
Brand positioning
Brand awareness and engagement (US survey)
- “Whassup?” (1999): a Super Bowl-era catchphrase among American youth.
- #samesameBUDdifferent (2016): nearly 2.5M views and about 1,800 shares on Facebook in seven days.
- “Puppy Love” (2014): released on YouTube six days before the Super Bowl, with 50M+ views and the #1 ad of the game.
Segments, insights, and key message
Budweiser targets young to middle-aged adults (21–35) who value social experiences, across seven segments: beer lovers, Budweiser fans, light-beer seekers, refreshing-drink seekers, party hosts, picnic planners, and restaurants and bars.
Emotional triggers
Friendship, patriotism, and celebration, as in the Clydesdales and “Lost Dog” ads.
Versatility
Fits parties, picnics, and bars as a refreshing, easy-to-drink beer.
Sustainability
Eco-friendly initiatives such as renewable energy appeal to conscious consumers.
“Zero Alcohol, Unlimited Cheers. Enjoy every celebration without worrying about alcohol, creating unforgettable moments with Budweiser Zero.”
08
Action plan
Campaign background
- Campaign
- Bật tung nắp, quẩy bung nóc
- Duration
- Dec 1, 2024 – Feb 28, 2025, around Lunar New Year
- Channels
- Facebook, Instagram, TikTok; billboards and bus stops; pop-up bars and countdown parties
- Target
- Health-conscious Millennials and Gen Z (18–35) in Hanoi, HCMC, Can Tho, Da Nang
Non-alcoholic beer is growing fast in Vietnam, led by Heineken 0.0 and Tiger Crystal, with younger customers wanting healthier options for social gatherings and more interactive brand content on social media.
Campaign objectives
Communication
Raise Budweiser Zero awareness with the message “Zero Alcohol, Unlimited Moments – Enjoy Every Occasion,” and attract 1,000+ challenge participants on TikTok and Facebook.
Business
Grow sales by 25% and position Budweiser Zero as the top choice in Vietnam’s non-alcoholic beer category.
Creative strategy
Visuals: joyful moments with friends, the Budweiser Zero bottle front and center, and modern neon imagery for a dynamic, youthful feel. Message: the freedom to enjoy every moment, from family gatherings to vibrant nightlife.
#ZeroCheersChallenge
Cooking challenge
Influencers Dino Vũ, Him-Ngọt, and Trí Thịt Bòa share Tết recipes using Budweiser Zero on TikTok and YouTube, and audiences are invited to cook and post with the hashtag.
- Clips of 1:30 to 3:00 minutes on TikTok or Facebook, running three months
- Prize: a snake-shaped gold bar for the entry with the most likes, shares, and comments
Countdown party
Offline activation
December 31 on Nguyễn Huệ Walking Street, Ho Chi Minh City.
- Live performances by Hieuthuhai, Quang Hùng MasterD, Isaac, Ryhder, and 2NE1
- BUD booths with cold beer, a photo check-in area, and minigames for Tết gift vouchers
- Fireworks with an illuminated BUD logo in the night sky
Personalized Tết AR filters
Social
Exclusive BUD-themed AR filters on Facebook and TikTok let users create personalized Tết greeting videos to share with friends and family. Budgeted at 10M VND.
Media strategy and timeline
Channels: social ads, influencers, and AR filters; Tết-themed billboards in crowded areas such as Metro stations; Tết displays and promotions at countdown booths, supermarkets, and convenience stores.
| Phase | Objective | Key activities |
|---|---|---|
| First 2 weeks of Dec 2024 | Build initial awareness | Social media ads and promotional videos on TikTok and Facebook. |
| Last 2 weeks of Dec 2024 | Drive sales | Promotions across wholesale and retail, plus the countdown party. “25+1=25”: prices unchanged for the Year of the Snake. |
| Throughout (Dec 1 – Feb 28) | Increase engagement | #ZeroCheersChallenge and pop-up events. |
09
References
- AB InBev; Anheuser-Busch; Budweiser USA; Budweiser company information (official sites).
- Buzzmetrics (2020). Nghiên cứu ngành hàng bia: Hành trình khách hàng trên social media.
- Mondial. Thương hiệu bia Heineken; Kamereo. Bia Tiger của nước nào?
- CanCanAwards; ACDC Beverage (2022). Heineken vs Budweiser: Which is better?
- Advertising Vietnam (2023). Coca-Cola và chiến dịch Tết 2023; Aquafina và Strongbow positioning.
- VnExpress (2023). Chiến dịch Cô Vũ của Red Bull; Vinalink (2022). Chiến lược marketing của Aquafina.
- Brands Vietnam (2022). Thị trường bia Việt Nam; (2021) Budweiser “Whassup”; (2020) #SameSameButDifferent.
- Ybox (2023); ETime (2019); The Saigon Times (2020); CafeBiz (2020); Asia Media (2021); Kenh14 (2018) on Budweiser in Vietnam.
- Maneki Marketing; StartupTalky; AmplifyXL; Brademar; The Brand Hopper (2023); OSUM (2021) on Budweiser strategy.
- YouTube (2018). We Are the Rising Kings; VuaBia. Ưu đãi hot.
- Statista (2023). Budweiser brand profile in the US; Most well-known beer brands in the UK.
- Think with Google (2015). How Budweiser won the Big Game with “Puppy Love”.
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