We are wishing to launch a new beer-brand in Vietnam Bọc Đô
The idea behind BocDo started as creating a trio of beers for Vietnam Beer market, that naturally plays in the same venues making our beer portfolio more attractive to both the trade and a wider range of consumers. We want to create a trio of easily understood beers with communication that has direct appeal for the Vietnamese consumer.
• Existing brand: Gauden = German style Schwarzbier beer, (Black) in Vietnamese “Bia Den”– positioned in archetype = Hero
• Existing brand: RedRock = Australian style lager beer (Yellow) in Vietnamese “Bia Vang” – positioned in archetype = Explorer
• New Brand BocDo = Belgium style Boc beer (Red), in Vietnamese “Bia Do” – desired archetype positioning = Jester
Note: ‘Bock’ being the name of a range of festival beers from Germany and other countries https://en.wikipedia.org/wiki/Bock, and ‘Do’ being red in Vietnamese – ‘Boc Do’ being phonetically similar to Bordeaux which is the most recognizable red wine in Vietnam
With the 03 beer brands side by side, it should make for a diverse beer offering to any customer and consumer – Den/ Black + Vang/Yellow + BocDo/Red
BocDo needs to differentiate itself from traditional beers (Heineken, Budweiser, Carlsberg etc..)
Which all seems to operate within the same consumer motivations – Leaving a big interesting space for offering the consumers something different (both visual “red” and emotional “jester”)
It should be considered “the beer” when looking for a fun night out and letting loose.
A brand that is “my brand” for a very specific targeted core-consumer group
This RED beer is for ME, this brand helps me not to take anything too serious and allows me to live in the moment.
Happy Go lucky: I am a part of the fun.
BocDo is a RED beer, and visually very clearly differentiated from other beers. It is malt forward in taste, giving it a differentiated taste profile
And the brand is FUN, not taking itself or anything to serious. Giving me a feeling of freedom to live in the moment, be silly, joke around –and forget my worries for a moment.