When the local competitor is named simply 333 (ba ba ba, in Vietnamese), a foreign brand like Carlsberg has an uphill battle just to be appropriately called. And just like H&S Say It Proud, they embraced the challenge and made it work in their favour.

The main feature of this integrated campaign was a billboard with a dispenser that served free beer but only to those who could pronounce the name properly. It seems that these days you could say that ’there’s an AI solution for that’.