Huda, the iconic Vietnamese beer owned by Carlsberg Vietnam, has teamed up with creative agency MullenLowe Mishra to launch its inaugural youth-centric brand extension, inviting young adults to join an endless “Wave of Fun”.
The campaign introduces Huda Ice Twist, a refreshing beer featuring low bitterness and a hint of Central Vietnam lime, designed to evoke the carefree atmosphere of sunny beach parties in Central Vietnam. The brand’s “Wave of Fun” concept mirrors the rolling waves, symbolizing continuous enjoyment and leading youth towards exciting and memorable experiences.
Supported by a national TV commercial, social media activations, and digital experiences enhanced by AI, the campaign has garnered significant engagement. Nationwide events, including the Hue Festival 2024, further amplified Huda Ice Twist’s introduction, drawing over 20,000 attendees to enjoy sports, music, and community festivities.
Dang Dinh Chinh, Brand Director of Core Beer at Carlsberg Vietnam, emphasized Huda’s legacy and commitment to refreshing it with Huda Ice Twist, tailored for youthful enjoyment and marked by its smooth taste and compelling brand proposition centered on perpetual fun.
Saby Mishra, CEO of MullenLowe Mishra, highlighted the campaign’s strategic development in partnership with Carlsberg Vietnam, aiming to expand Huda’s influence among Vietnam’s younger demographics while honoring its iconic status in the local beer market.