HO CHI MINH CITY Asia Pacific Breweries (APB) will launch the American Coors Light label in Vietnam, in a move to tap the growing market of young, sophisticated drinkers.
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According to Larry Lee, commercial manager of APB subsidiary Vietnam Brewery, the launch reflects increasing consumer segmentation. "We want to be the first to set foot in this growing, niche segment," he said. "Our target is modern Vietnamese males who enjoy life to the fullest. They are young, socially active, have high energy and want a great night out."
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APB's Tiger and Heineken are established market leaders in Vietnam.
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Lee said BatesAsia, which also works on the regional Heineken account, was appointed without a pitch for Coors' creative duties. MindShare will handle media.
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"The strategy is to convey a simple message: America's cold-tasting beer. We need to establish American as a key brand credential. 'Cold' is a key platform for Coors Light, as well as Rocky Mountain references and imagery," said Daniel Gordon Jones, GM, BatesAsia Vietnam. "Part of the overall strategy is to educate the consumers to drink the beer cold without ice — which is a tradition in southern Vietnam — while introducing the brand's credentials," he said.
The multimedia campaign will run for up to 12 months. The teaser campaign consisted of print ads forecasting 'extreme cold weather'.
