Budweiser is the latest brand to support the social evolution occurring in China through which young people are breaking out of the traditions that have tied them to a prescribed way of living. It also has universal relevance. Young people throughout the world tend to limit their communications with their parents, believing they are not understood. The beer brand reinforces the idea that parents support their children unconditionally. And it has married its theme to Chinese New Year messaging, which is (traditionally) about thanking the people who support you.
“More and more people are breaking the traditional limits and bravely pursuing their dreams. They might fail, however, to notice that their parents are always supporting them,” stated Matt Che, marketing vice president of AB InBev APAC North.
“We encourage Chinese people worldwide to cherish this Chinese New Year as an opportunity to open their hearts, and show their appreciation in their own way.”
The campaign, by Anomaly Shanghai, is also the latest beer brand to feature women in its advertising as heroines (rather than eye candy).
The idea builds on the platform of “Thanking those who help me, be me,” on which last year’s Chinese New Year campaign, The Long Ride, also stood. Last year’s New Year film achieved more than 667 impressions, making it one of the most viewed and discussed pieces of content in Chinese social media. It was the most watched long-form commercial on Weibo and was the most popular film ever created by Budweiser China.
This year’s film, Marathon, is the story of a young woman who chooses to run in a marathon over New Year, rather than spend it with her family. It made its debut in New York in Times Square and in China on WeChat, China’s leading social platform – both on January 25.
The campaign is running throughout the Chinese New Year period on TV, OOH, digital, social, packaging and experiential media. The campaign will also continue to build its “double clink” ritual, which was introduced last year as a way to express your thanks more meaningfully.
