Chinese beer brand Tsingtao celebrates ‘Tsingtaoism’ in Chinese New Year outdoor campaign
Chinese beer brand Tsingtao has attempted introduce a new word into the Australia jargon, “Tsingtaoism”, as part of a campaign aimed at making the brand more known to Australian beer consumers outside of Chinese restaurants.
The campaign, developed by creative agency Bloke, celebrates the belief in “Tsingtaoism” which they say means “the way of meeting people and making friends around the world” and “being social and enjoying yourself”.
The outdoor billboard campaign, shot at Bondi Beach, aims to take the international beer and tailor its message to the local market as the brands aims to have Australians enjoy the product in many different environments such as barbecues and bars not just at the Yum Cha table.
Bloke creative director Mike O’Rourke said in a statement: “The theme was evident throughout the campaign even early on with the photo shoot down at Bondi Beach. Locals and backpackers were engaged together, which supports Tsingtaoism.”
The campaign runs throughout the Chinese New Year.
Credits:
- Client: Tsingtao (China)
- Creative Agency: BLOKE
- Creative Director: Michael O’Rourke
- Media Provider: Ooh! Media
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Crap ad, but my favourite beer ever. Great to see a lot of bottle shops carrying it. Up until recently you could only ever get it at some dodgy Chinese yum-cha restaurant. But if you like German pilsners, it’s even better than the Germans make.
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Indeed – I agree, on the beer, its a brilliant beer – started by Master German immigrant brewers at the beginning of the 20th Century and perfected over the last 100 years by the Chinese. But also love this ad reminds me of coke ads in 1970s – pure fun!
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@Tsing Tao lover – drink more, improve judgement.
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Great beer, crap ad! As an occasional Chinese resident and average Mandarin speaker, this sounds more like ‘Chinglish’ to me!
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