Tsingtao has launched its 2022 global brand campaign, ‘Nice to Have Around’ will appear on outdoor sites and across digital and social media around the world, and was developed by Australian agency UMM.

To help with creating the campaign the UMM team collated extensive worldwide insights into audience and consumer behaviour as well as retailer trends pre- and post-pandemic.

Executive Creative Director of the campaign, Mick Thorp, said, “Tsingtao is like your favourite social circle, your best friend or members of your close-knit family. Dependable, unique and always there. They make you feel good. They’re nice to have around. From here the campaign was born.”

Jessie Xiao, Head of Marketing, Tsingtao International added: “It was important to the brand that the core of the campaign embodied the Tsingtao DNA of fun and celebrating the moment, with a social persona best shared with friends.

“We were able to collaborate in a creative, strategic and efficient manner with the UMM team and are excited for the rollout in key markets and channels across Asia Pacific, Europe and US.”

The creative team said this was the perfect brand positioning for these complex times.

“The timing was critical and we needed to be sensitive to the international social sentiment that existed within the period of campaign development and what we predicted the launch period to be,” said Joint MD, Benoit Thorp.

The Nice To Have Around campaign will be launched across Europe, America, Oceania, Asia and Africa over the next six months.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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