Red Bull
Charge On – Húc Tới Đi
WHAT’S THE PROBLEM?
Red Bull once led Vietnam’s energy drink market. But with a new wave of bold, youth-oriented competitors surging in, the brand was starting to feel… old. We needed to re-energize Red Bull’s image, reconnect with Gen Z, and prove it could still lead the charge in a fast-moving market—all without alienating its loyal, older fans.
WHAT WE FOUND.
Vietnamese youth crave progress, individuality, and cultural pride. While energy is still key, it’s no longer just about physical stamina—it’s about emotional fuel, confidence, and momentum. We realized Red Bull didn’t need to chase trends. It just needed to show that its charge-forward spirit still speaks to today’s relentless generation.
DID IT DEFY ORDINARY?
We launched “Charge On – Húc Tới Đi”—a bold rallying cry that fused modern Gen Z swagger with Red Bull’s legacy of grit. The campaign came to life during Vietnam’s Reunification Day with an all-out cultural celebration. Music, movement, and motivation collided in an electrifying event that felt more like a movement than a marketing push.
THE RESULTS.
Over 4,000 people showed up in person. The phrase “Húc Tới Đi” became a social media rallying cry. Red Bull was trending again—this time for all the right reasons. The internet lit up, Red Bull regained relevance, and more importantly, its edge. The bull was back.
