For many young people, enjoying beer is not just about drinkin, it's also about the experience. They are interested in the taste, origin, and the story behind each type of beer. IMC objective: increase 2% the consumption of Hanoi Bold & Light by new users through promotional activities. Encourage repeat purchases from customers. Enhance brand awareness of Habeco to become the top-of-mind choice for customers. Build a loyal community and affirm the brand's national position.