Tsingtao was looking for a creatively charged strategy that would support its shift from the staple beer of Asian restaurants to a broader platform that was relevant to a younger, American consumer.
What developed was an incredibly rich client partnership as we supported Tsingtao's marketing efforts providing the brand vision, the commercial plan, the creative strategy as well as the delivery of a diverse range of creative applications, including film and print media.
It was key that all strategies were immediately actionable whilst providing a future-focused path to success. To guide the brand’s 2015 global campaign, we developed a powerful brand idea encapsulated in the campaign’s tagline, “Let’s Tsingtao Now.” Brought to life on billboards in Sydney and Hong Kong as well as a compelling brand film, this campaign was all about breaking out of your routine with a fresh and refreshing experience.
In 2016, we helped the brand push its global campaign to the next level with the idea, “The Taste that Translates.” Provoking curiosity with hidden stories that enticed consumers to look deeper into the brand, this dynamic idea availed itself to a compelling execution across all touch points, particularly social media.
In addition to external communications, we provided support in championing the brand vision and marketing strategies to internal audiences, targeting specific key stakeholders and trade partners.
Our work with Tsingtao, including the introduction of a new drinking ritual, instilled invigorating energy for the brand across the globe, driving its relevance with new target consumers and trade partners alike.