BRAND:
EDELWEISS
AWARD CATEGORY:
The Best Use of Content Creativity
CAMPAIGN TIME RANGE:
20/8/2023 - 30/09/2023
CREDITS:
ICON Media, Creative: Hakuhodo Media: Dentsu Redstar Event: Metan
CASE STUDY VIDEO
STRATEGY
[EDELWEISS WINNING THE TASTE EXPERIENCE WITH FIRST-EVER RITUAL OF BEER-XOLOGY]
Edelweiss, a young brand, introduced "Snow Beer From The Alps," aiming to revolutionize beer-drinking for Vietnamese with a blend of pure mountain water, top-notch barley, and herbal ingredients.
The brand gained attention with a groundbreaking light show in Thu Thiem in 2021, attracting super premium consumers. However, it faced a challenge as consumers struggled to grasp the unique taste of "Snow Beer From The Alps." Consequently, Edelweiss shifted focus, moving away from traditional beer activations and prioritizing an authentic drinking experience.
Recognizing that super premium drinkers often enjoy fine dining with sophisticated drinks in mixology style, Edelweiss innovated by creating a ritual serve of Beer-xology, available at exclusive premium outlets like fine-dining restaurants, cocktail bars, and social pubs.
Our strategy forward was to develop a social content strategy that would translate the Edelweiss' innovative Beer-mixology menu into social experiential language, aiming to establish the brand as a trendsetter in taste for super premium drinkers.
INSIGHT
[Mixology - the exclusive cultural nuances can only be comprehended through firsthand premium experiences]
Having understood our target audience of super premium drinkers - the Master of Joy Seekers, individuals with refined tastes for fine beverages and communal dining experiences. They appreciated mixology for three main reasons:
Authority - Mixology was meticulously crafted by top-tier bartending experts.
Drink - Mixology featured visually stunning beverages with complex layers of flavors.
Place - Mixology wasn't openly displayed but rather required discovery, enhancing its exclusivity.
This trinity of exquisite experiences formed the foundation for our social content formula to provide the premium experiences that appealed to the discerning “taste” of our super premium drinkers.
CREATIVE IDEA
[EDELWEISS IS THE FIRST TREND-SETTER FOR BEER-XOLOGY IN VIETNAM]
Based on the insights, our social content strategy was centered around developing the concept of "Beer-xology." Initially, we sought the involvement of skilled bartenders to collaborate with us and design a new menu, which also helped us gain recognition within the high-end outlet community. Next, we selected the most popular Beer-xology drinks to craft an exclusive taste experience, which was further promoted by high-profile KOLs to generate significant awareness. Subsequently, we released these offerings to the public across various locations to expand our reach.
CONNECTION PLAN
Understanding the EDELWEISS consumer combined with the bar culture in Vietnam, we created the Beerxology Master 2023 with bartending experts as the main participants. Here, they use EDELWEISS as the main ingredient to create cocktails with multiple layers of complex flavors.
Additionally, to stimulate the combination of taste and sight, the presentation of the cocktails is also emphasized and highly valued.
The unique point of this contest is the selection of the display and experience location. Contest participants, bartending experts, bring these cocktails to their own stores. Instead of introducing them openly and widely, these cocktails require consumers to come directly and experience them at the bar.
Finally, the judges of this contest are the customers who come to experience at the bar and score. To attract as many of these special judges as possible, we announced secret social maps, EDELWEISS partnerships with different cocktail bars, restaurants - where these cocktails are being displayed and sold with exquisite recipes from Beerxology Master 2023.
Operating this contest with a different mechanic than the crowd helps EDELWEISS address the issues raised from the beginning:
Experience trying out new, exquisite products
Creating new recipes, stimulating the purchase and consumption of products
Maintaining good relationships with bartending experts, cocktail bars, restaurants...
OBJECTIVE-BASE KPI
Having established a well-defined social content formula for “Edelweiss Beer-xology" to attract super premium drinkers, focusing on Authority, Drink, and Location, we demonstrated its effective strategy. This was evidenced not only by the impressive social performance with over 4 million video views and 440,000+ engagements but also by the substantial business impact, including a 9% increase in sales volume and a five-fold growth in the super premium beer segment (in Q3/2023 compared to Q3/2022).
