Brewed and bottled in Central Vietnam, Huda has been an icon beer enjoyed by many generations of Vietnamese people for close to 30 years. Ice Twist is Carlsberg Vietnam Group’s youth focused extension, under the Huda icon. Huda Ice Twist was styled as an easy-drinking beer with a hint of Central Vietnam, that will transport consumers to sunny Central Vietnam summer beach parties and its smooth flavor will reignite the party mood to keep the fun going for Vietnamese Gen Z who aim to enjoy their lives to the fullest with their friends.
Thus, our task was to uphold and refresh the legacy and make the new beer a choice for young people’s fun times thanks to its youthful vibe, smooth and easy-to-drink taste. The new proposition: Huda Ice Twist keeps the fun going.
Drawing inspiration from the brand logo, Wave of Fun was created as a unique creative device to visually connote continuation of fun. Just like a central Vietnam beach wave, it sweeps people up towards the next epic party just as one is winding down, leading youth people to exciting and memorable experiences. This highly successful launch campaign included national television, social, extensive LED screens nation-wide, digital activation leveraging AI to create an immersive experience plus on-ground events that reached 114,000 participants.
