Huda, a Vietnamese beer owned by Carlsberg Vietnam, has teamed up with MullenLowe Mishra to launch its first-ever youth focused brand extension that invites young people to join an endless “Wave of Fun” that keeps the party going and ‘prolongs the fun’.
New product Huda Ice Twist 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, whose super smooth flavor will reignite the party mood and keep the fun going for Vietnamese Gen Z who aim to enjoy their lives to the fullest with their friends.

Drawing inspiration from the brand’s logo of a wave, the Huda “Wave of Fun” is a unique creative device that demonstrates the 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 youths to exciting and memorable experiences.

In a campaign running until the end of this month, the “Wave of Fun” is dramatized via a new video launched across national television, social media channels and LED screens across provinces. Digital activations have also been launched, leveraging AI to create an immersive experience for consumers, while nationwide on-ground events have reached 114,000 participants. An ‘Under the Cap’ (UTC) promotion aligned to the theme has successfully triggered trials with 178% volume growth, while the campaign video has earned more than 1 million views on YouTube.

Dang Dinh Chinh, Brand Director, Core Beer, Carlsberg Vietnam, said: “Brewed and bottled in Central Vietnam, Huda has been an iconic beer brand enjoyed by many generations of Vietnamese people. 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 also launched at the Hue Festival 2024 in central Vietnam from June 7-12, where 20,000 people gathered to take part in exciting team games and sports activities before extending the fun into a music night. Visitors played games on the eye-catching “Giant Wave of Fun” centerpiece that brought a youthful and vibrant energy. Top-notch musical guests Tang Duy Tan, HIEUTHUHAI, Double2T, DJ Oxy, MC Hoang Rapper, and Nhiet Huyet Band entertained people with endless fun, and spectators “lit up” together to create a giant wave of joy in the signature blue color of Huda Ice Twist.

Saby Mishra, CEO, MullenLowe Mishra, said: “For us, Huda Ice Twist was more than just a beer campaign. It marks the birth of a new beer brand in Vietnam by carefully leveraging the legacy of an icon, crafting a compelling new proposition based on real insight and building a distinctive brand code that’s caught the attention of younger cohorts in Vietnam. It is great to see ‘Wave of Fun’ roll out after months of meticulous work by our teams in partnership with the Huda brand team at Carlsberg Vietnam. We are proud to be playing a part in expanding this iconic local beer franchise in Vietnam.”