EVER Y B EER B R AND FOCUSES ON THE “ HIGH”

BRAND POSITION LANDSCAPE THE HAPPY CELEBR ATION MOMENT.

EVERY BEER BRAND LEVERAGE FUN MUSIC FESTIVAL/ CULTURE. BUT DID THEY MISS SOMETHING?

THE ENZYME OF
SUCCESS:
Celebrate every single
victory moment (chất men
thành tựu)

#KENNECTION – OPEN
CONNECTION:
Open up new connection
(Core).
Even vibe up the party
(Silver)

BREAK THE LIMIT: “ YOUR S TO TAK E” :

Celebrate VN spirit in Currently Budweiser also focuses on the
breaking limit & fly like OPTIMISM – to energize youngsters to
dragon seize opportunities & fulfill dreams. But the
WHITE SPACE lies in embracing the current
LOW moments that no beer brand has
done even though “drinking over sadness”
is a universal truth.
TIGER UNCAGE: What if we’re the FIRST and ONLY beer
Cheers to the BOLDNESS brand to embrace the LOW moments with
(bản lĩnh) to overcome our youngsters, and navigate them
challenges towards an optimistic future?

C1 - Internal use
 SUB-CULTURE INSIGHT
We d on ’t sta rt wi th a sp eci f i c su b -cu l tu re. We l ook b eyon d to see si m i l a ri ti es of
su b -cu l tu res

EVER Y MAJOR SUB -CULTUR E NOW WAS ONCE A “ BIGGEST LOSER ” FOR SOCIETY

Now she’s Now he’s Now he’s

a Drag the King the E-Sports
Queen of Rap National
C1 - Internal use pride
 TARGET AUDIENCE INSIGHT
DRINKING LOVE THE ART
BEHAVIOR FOR THE ART

FEAR OF FAILURE

Many times I turn to beer and arts just to ease my lowest moments in life and escape the high-
pressure reality. But that was a short-term getaway before I face the stretching reality again.
C1 - Internal use
WHAT IF… Bu t a t a d eep er & rel a ta b l e l evel ? Bu t you r f a i l u re & l owest ti m es a l so?

STR ATEGIC APPR OACH

SUB-CULTURE YOU

ONCE A LOSER, ONCE SMALL, ONCE “FAILURE”,

NOW A PHENOMENON NOW A KING ONE DAY A KING

C1 - Internal use This Bud is NOT FOR you

 ONCE A LOSER ONCE SMALL ONCE “FAILURE”,
NOW A PHENOMENON NOW A K ING ONE DAY A K ING

BIG IDEA

C1 - Internal use
 CREATIVE DEVICE

Now you look just

We think you look
like a Bu d wei ser
like a can of T*g**
or S**g*n Ch i l l

CR EATIVE APPR OACH

We use this color contrast to as our visual Also, this highlights the si m i l a r i ty of
device, showcasing the tr a n sf or m m a ti on Bu d wei ser a n d you a t you r “ k i n g”
m om en t.

C1 - Internal use
IMC CAMPAIGN - PHASE 1

NO MOOD FOR CELEBRATION? ONCE A LOSER, NOW A KING.

COME TO THE LOSER PARTY! COME JOIN US & BECOME THE KING!

ONCE A LOSER, JOIN US !

NOT IN THE MOOD FOR NOW A KING.
CELEBR ATION?
#JoinTheLoserParty
#ComingSoon

C1 - Internal use
 IMC CAMPAIGN – PHASE 2
Step 1: Step 2: Step 3:

ONCE A LOSER – NOW A KING!

IMC CAMPAIGN – PHASE 3

Exh i b i ti on : Ad voca cy Excl u si ve Ba r/ Pu b
THE SUB-CULTURE
TOURNAMENT

C1 - Internal use
 2027 on wa r d s
SUB-CULTURE Lead the trend & support f u tu re K ING su b -cu l tu res:
ACCOMPANY ROADMAP Su sta i n a b l e Fa sh i on
Dra g Qu een / Cosp l a y (professional performers)
AND MOR E TO COME

2025 – 2026
Extend to ri si n g K ING su b -cu l tu res:
An i m e (WIBU fandom etc),
Ou td oor sp orts (Hiking/ Trekking/
Running)
2024
Partner with cu rren t K ING su b -
cu l tu res in Vietnam:
R a p (underground),
Ta ttoo (artist/ studio) &
Ga m i n g (Streamers/ E-sport players)

Am b i ti on : from leveraging current sub-culture to building new sub-cultures,

Budweiser will always advocate for the LOSER moments & the KING ending
as we believe “This Bud Is You: Once A Loser, Now A King”
C1 - Internal use
 At its starting point, every major sub-culture now seemed like “the Many times I turn to beer and arts just to ease my lowest moments
biggest loser”: Rap was “noisy anti-social”, Drag was “weird & creeping”, in life and escape the high-pressure reality. But that was a short-
E-sports was for “the jobless & addicted” term getaway before I face the stretching reality again.

ONCE A “LOSER” NOW A PHENOMENON ONCE SMALL NOW A K ING ONCE “FAILURE” ONE DAY A K ING

THE BR AND “ Th i s
– THE Bu d ’s f or
AUDIENCE you ”
THE SUB -
CULTUR ES

Ph a se 1 | Tri gger Ph a se 2 | En ga ge
C1 - Internal use
Ph a se 3 | Am p l i f y