[Budweiser, earned distinction by showing appreciation of the Mianzi culture in China]

Budweiser launched the Budweiser Brewmaster Reserve limited edition in the year of the Tiger in China, as an effort to upgrade the beer segment and adapt to the trading-ups on the consumers side. On the other hand, beer priced above ¥1,000 RMB (approximately $250 USD) launched by competitors in the past were no short of controversy. The campaign is inspired by the value from the Chinese culture, and attaches a high-end social status to the offerings, highlighting product’s value over the price.

In China, Mianzi (face), is a core culture claim that encompasses wealth and status. According to Wikipedia, Mianzi is associated with feelings of dignity, honor and pride. The Chinese New Year (CNY) is an good opportunity for gifting and giving people Mianzi. On the other hand, tiger, the zodiac of 2022 that represents king of all beasts, also enables people to show their Mianzi.

[Mianzi, more than face]

Mianzi culture nurtures the Mianzi campaign

- the tangible Mianzi: Tiger face, the glittering golden image as highlighted on the packaging, indicates identity and status in the society.

- the intangible Mianzi: In Chinese culture, Mianzi means more than one’s appearance. PR gifting during the CNY is a ritual among selected elites in high-end social circles. Gifts with the tiger face, reflects respect and prestige, setting a close link between Budweiser Brewmaster Reserve limited edition and the high-end status.

Insight In China, Mianzi plays an extremely important role in the society. The Budweiser Brewmaster Reserve limited edition would make the best choice for gifting during Chinese New Year, as the tiger image reflects identity and status, sending a strong message for corporate PR.

Key message Mianzi(tiger face), represents more than its literal meaning, but social respect and prestige. With this message, consumers’ attention goes beyond the product itself, to its cultural indication and implied meaning - ownership of such means more Mianzi.

Target audience By giving gifts to celebrities, entrepreneurs, media, experts, KOLs, all of whom are keen for novel lifestyles, the brand is able to build a prestigious reputation and communicate a high-end image.

Creation and distribution of assets

A unique code for each bottle, the exclusively brewed beer inside, and hand-made testing glass - only it can match the good taste and high status of the owner.

Budweiser, with its CNY PR Gifting campaign, reaching a selection of high net worth people, is complimenting their prestige status in the society, and adding on their Mianzi.

[Deep coverage of upper-class customers from various industries and circles].

Celebrity covering all high-end sectors (Advertising, fine catering, prestige lifestyle, etc.).

High net worth people from different circles:

• Show business: actors, directors, singers, etc.

• Industry KOLs: from the beer/liquor/wine-tasting circle, food bloggers, etc.

• Influential media: high-end fashion, finance, lifestyle, special issues for gentlemen, etc.

• Social elites and fashion lifestyle KOLs: lifestyle, high-end luxury fashion, V-logger, etc.

Coverage of major social platforms, WeChat Moments 57%, Weibo 38%, Red, Douyin, Bilibili and other social platforms 5%.

Timeline

Jan 15 - Feb 15, 2022. Before and during the Chinese New Year of Tiger.

Scale

300 social elites In total, scattered in tier-1 cities (Beijing, Shanghai, Guangzhou, Shenzhen)

Key media of the industry (state-owned, Industry, Finance, Lifestyle & Fashion): China Daily, Huanqiu.com, Beer Daily, Vogue, etc. Receiving total 3292 clippings with 99% neutral and positive sentiment.

China Daily: “become a ‘new way for networking’”

Huanqiu. Com: “Celebrating the ritual of high-end gifting, match for Chinese New Year.”

In the campaign, Li Jiaqi, top KOL in China, who was on the Forbes"30 Under 30 Asia" list and 2021 "TIME100 Next" list, and Chinese famous singer and actress, Meng Jia, brought a total of 58 million high-value exposures on social platforms (WeChat, Weibo, Red, Douyin).

Unexpected praise

About 520 positive comments:

Li Jiaqi (Austin Li), top KOL in China: "The gift I long for the most this year."

Meng Jia, Chinese famous singer and actress: “Save it for the special day.”

Weibo Kol with 2.8million follower, Meow Tai Sin: “Definitely the strikeout for Budweiser.”

Red comment: “Packaging is making a statement, adding Mianzi as gifts.”

Douyin comment: “A sip is an achievement."

The brand has successfully reversed the stereotype of high-end beer and established a real prestige in the target audience.

1. Advance booking sold out within a week.

2. The Campaign has re-defined the brand image, enhanced the perceived value with word-of-mouth. Budweiser has reversed the stereotype of beer price over ¥1,000 RMB (approximately $250 USD) , which creating a real prestige in the target audience circle.

3. Influence professionals put on good words. The Budweiser Brewmaster Reserve limited edition has successfully gained prestige, transforming the beer industry.