DESIRE FOR A SMOOTH TRANSITION FOR LIFE Targeting in Male from 25 to 30 years old with ABC income class and high education, Larue consumer is mature, practical and valuing the community & family-oriented spirit. What these aspirational audiences need is a smooth transition between pridefully making progress in every aspect of life and constantly keeping close bonds with their homie.

FOR ALL-ROUNDED SMOOTH EXPERIENCESEnlightening by the perfect combination of Smooth taste for every generation to easily drinkNew sleek can for a more premium, young-matching experienceLocal pride of completely brewed and produced in Danang area by Danang-eseLarue Smooth is making every cheerful moment between work and life smoooooth for all CM generations, even with huge amounts.Targeting CM users who are single-minded and community-valued, Larue Smooth created a seamlessly creative content with the direct message of “Larue Smooth, a new brother from Larue, Super smooth to drink, for a smoother drinking session” via the local-impacted influencer’s voice in 3 strategic all-rounded smooth experiences linking with the product combination:Blends the “Smooth” in contexts and language where consumer would find a prideful piece of themselvesMarks the progressive sleek can into the young lifestyle for the first timeMoves a social discussion for everyone to express their proud of CM smoothly with Larue Smooth

PHASE 1: TEASING THE NEW BROTHER IN TOWNBY A SOCIAL DISCUSSION OF MYSTERIOUS CANKicking off by Ngo Kien Huy, who possesses high awareness with the local people for a positive and humorous image, the unexpected cross-channel discussion where hot-picked influencers and local communities discovered a new, exclusively-made-in-CM beer, had triggered many guessing conversations and stimulated the young’s curiosity towards the new version of Larue.…with the lever from the local noise, Laure appreares…

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PHASE 2: UNCOVERING THE LARUE SMOOTHBY O2O LOCALIZED EXPERIENCEEffortfully associating the content with CM folk’s lives by highlighting moments of Larue Smooth usage with the region’s specialties and iconic places has helped the branded outdoor assets reach millions locals' memory. Together, the position of Larue Smooth is enlightened on social by local voices of KOLs while injecting brand message naturally with young personified branded assets (eg: feature Laure New Sleek can as Cọp Chân Dài) and regional instincts (eg: sông Hàn) to unearth the first time Larue Smooth with sleek can merge into youngster life. …then diversifying the content by blending “smooth” into many passion points about Food, Travel, Comedy, Music etc..

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PHASE 3: EMERGING IN HOMIE HANGOUTBY HORIZONTALLY HIGHLIGHTING THE PRODUCTStrengthening Larue Smooth as a “specialty” of CM, a high volume of local-impact macro, micro influencer and communities the smooth experience in 3 strategic all-rounded smooth pillar:From enjoying the smoothly tastiest beer with Larue for an optimistic view of life despite countlessly frustrating or normal daily tasks.To how New Sleek Can uplift the modern youth vibe and unpack the smooth creativity through the transformation. Eventually, Laure let CM youth take the turn expressing their Local Pride when showcasing the unique landscape and the local food in gathering sessions with Larue Smooth - Exclusive made from 100 years of understanding local people's taste preference.

Hit the social record- Impress the market as the unique tallest can in the mainstream beer segment- Make the record to TOP 5 BSI CAMPAIGN IN SEPTEMBER 2022- Genergate 175.000 HLS after 5 months of launch- Increase up to 1.1% market share nationwide, marking the highest sales growth over the last 10 years.