By Amy Looker, editor National Liquor News
China's Tsingtao beer has launched a new campaign designed to broaden its appeal with Australian beer drinkers.
The ‘Tsingtaoism’ campaign was launched in Australia to coincide with the Chinese New Year Festival through a series of billboards shot at Sydney’s iconic Bondi Beach, specifically tailored to make the international brand more relevant to the local market.
“Tsingtao aims to have Australians not only enjoy the beer at the Yum Cha table, but in other social environments such as barbeques and bars,” explained Mike O’Rourke, creative director at Bloke, the agency behind the new campaign.
“The concept of Tsigntaoism is all about friendship, social interaction, and enjoying yourself. The theme was evident throughout the campaign, even early on with the photo shoot down at Bondi Beach, with locals and backpackers engaged together, which supports Tsingtaoism.”