Beer is an important thing in Vietnam. It's 300 degrees and crowded. Life is stressful. And the only way to relax is to grab a plastic stool and a few cold ones.
Which is to say, it's fucking hard work to sell whisky to the Vietnamese. We needed to get people to give whisky and coke a chance over beer in the most beer-loving place in the world.
The line translated as: Break up with beer. ("Chia Tay Bia Chai").
We knew this kind of divorce wouldn't be easy. So we decided to dramatise it through the lens of timeless breakup stories. Everyday moments we've all had—though probably not with someone dressed in a giant, beer mascot costume.