Independent drinks manufacturer Halewood International has unveiled a new consumer campaign for its Tsingtao brand of beer.
The campaign identifies eight modern immortals based on characters from Chinese folklore, to be introduced individually to consumers every month. It will combine consumer and trade press coverage with significant social media promotion to “drive interest and engagement with Tsingtao’s young and adventurous audience”.
James Wright, head of spirits and agency brands at Halewood International, said: “The ‘8 Immortals’ will attract young, aspirational consumers to the Tsingtao brand, who are looking to trial different world beers.
“The campaign will also make Chinese culture more accessible and relevant to UK consumers, who are seeking a genuine drinking experience.”
Tsingtao has identified high-profile sites in London, Manchester, Glasgow and Liverpool – including Piccadilly Circus, Trafford Arch and Clydeside Expressway – that will participate in the outdoor aspect of the promotion beginning in February. The company says that the first modern immortal will be a compassionate, beared man called Teiguai Li who walks with the aid of a crutch.
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