Bia Saigon won in several categories at the SMARTIES Awards 2022 last week, including the bronze award for "Brand for Experience", the silver award for "Technology Experience" in Geo-Targeting, and the "Communication Impact" award for the Cross Platform category.

Beer Saigon's New Year 2022 communication campaign revolved around a collection based on "Vietnamese identity," consisting of 63 cans of Saigon beer bearing the typical images of 63 provinces and cities in Vietnam, honouring the local culture, spirit of solidarity and national union. The campaign also welcomes the New Year with lots of joy and hope, bringing people closer together.

The creative team at Bia Saigon has researched extensively to provide the most realistic portrayal of each region. Moreover, the team has utilised conventional Tet colours, including copper yellow, maroon, orange, blue and green, to supply an interestingly Vietnamese vibe.

This is considered the most successful Tet campaign of Saigon Beer in the past five years, with growth in both brand awareness, market share and sales. Specifically, customer awareness and experience of the Bia Saigon brand increased nearly three-fold compared to the third quarter of 2021.

The popularity of Saigon Beer during Tet 2022 increased by 19 per cent compared to Tet 2021, according to Household Kantar World Panel. Sales in the first quarter of 2022 increased by 42 per cent compared to the third quarter of 2021.

The SMARTIES Awards were celebrated with renewed vigour and energy to recognise creativity and innovation and celebrate the future of marketing excellence.

Bia Saigon won bronze through its Bia Saigon Tet 2022 campaign

The interaction between people and brands has been forever changed - it is closer, personal, powerful and pervasive. And marketing and communications capabilities are about to explode further with the future of 5G, AI, and other emerging technology. Add a growing generation of 'screenagers' entering the workforce and always-connected consumers to the mix, and you have a once-in-an-era transformation in the way brands and their customers interact.

The world of marketing aided by technology adoption is evolving rapidly. To keep up with the times, SMARTIES 2022 has been reshaped, reworked, and refined with an emphasis on innovations, Web 3.0, e-commerce, social, and MarTech, enabling excellence in business results and impacting human lives, according to SMARTIES Awards website

Over 147 years in the beverage industry, SABECO has established itself as one of the leading corporations in Vietnam with 26 factories, 11 member trading companies and a network of hundreds of companies, and thousands of points of sale across the country.

Over the years, SABECO has taken many steps to renew the brand's appearance to suit the tastes of modern consumers. In 2019, the brand identity and packaging of Bia Saigon and Bia 333 were newly designed with a more youthful and prominent style.

In April this year, Bia Saigon was reborn with a new taste, packaging, and positioning to better meet the needs of consumers after more than 20 years in the market. Bia Saigon Special is particularly recognised by many Vietnamese people for its special taste and iconic packaging.

From the desire to dedicate itself to raising the national brand of Vietnam worldwide, SABECO has built a sustainable development model as the focus of the group’s long-term development strategy.

With a commitment to Vietnam, SABECO’s sustainable development model focuses on the four goals of consumption, conservation, country, and culture.

As the core of the group's long-term development plan, the company has developed a sustainable development model out of the ambition to devote itself to enhancing the national brand of Vietnam globally.

SABECO's sustainable development approach is committed to Vietnam and focuses on the four objectives of consumption, conservation, country, and culture.