A NEW ERA FOR RED BULL
CHARGE ON (HÚC TỚI ĐI)

2023 REBRANDING CAMPAIGN

Red Bull was once the king of energy drinks in Vietnam—
but a new generation started choosing brands that felt more like them.

So we didn’t just defend the crown.
We re-energized it.

We introduced a new Core Creative Idea:
“Charge On – Húc Tới Đi” — a bold call to take on anything, head first.

Built on real insight and validated by research, it connected with Gen Z while staying true to Red Bull’s core.

Then we brought it to life—loud and impossible to ignore.

A 300-drone show for Reunification Day, top influencers, live DJ sets, and exclusive Red Bull mixes turned a national moment into a cultural takeover.

Beyond the event, we scaled it through KVs, UGC, fashion collabs with Vietmax, and barber takeovers with Ha Hien—powered by Gen Z communities.

This wasn’t just a campaign.
It was Red Bull, recharged for a new generation.