DISRUPT THE BEVERAGE MARKET IN VIETNAM

Challenge

In a market traditionally dominated by beer, a global beverage brand aimed to introduce a ready-to-drink (RTD) product as a refreshing, low-alcohol alternative. The challenge was to shift consumer perceptions and comply with strict advertising regulations.

Outcome

FFL engaged a group of creative consumers to explore different ways to position the RTD product as a premium, social beverage for younger, trend-conscious consumers.

The crowdsourcing brief of developing creative concepts and localized narratives generated 40 visual concepts and taglines, with 5 shortlisted for further testing.

This approach successfully introduced the RTD product as a premium alternative, laying a strong foundation for market disruption and establishing a foothold in Vietnam’s competitive beverage landscape.