A very Vietnamese take on Irish Stout
Drawing inspiration from the iconic, silky black stout of Ireland, we set out to create a beer that embodies both its rich heritage with a unique Vietnamese identity. To create the identity and campaign strategy I delved into the original concept of 'the black stuff' to forge a distinct vision for our creation.
Trời Ơi, translating to 'Oh my Goodness' in English, mirrors the exclamatory phrase used in many English-speaking countries. Our branding strategy focused on crafting a fun, engaging image that is unmistakably Vietnamese while paying homage to the classic 'My Goodness' Guinness adverts by John Gilroy. This approach allows beer enthusiasts to appreciate the connection between our art and the stout's Irish roots.
The campaign launched on St. Patrick's Day 2024 with posters, t-shirts, and a special 'send your mate a beer' postcard. Sent to Irish bars around the world, the postcard invited beer lovers to experience our stout—a blend of Ireland's soul and Vietnam's spirit—right here in Vietnam.
Trời Ơi became the breweries fastest selling new beer and has gone on to become a permanent part of the beer lineup
