Tsingtao embarks on new era of 'good taste' with new brand campaign

Beer brand Tsingtao has unveiled a global brand campaign, celebrating the brand embarking on a new era of its 120th anniversary. Over the course of 121 years of brewing excellence, it is in Tsingtao’s DNA to break traditions and evolve in order to offer consumers the best beer possible while having fun.

Done in collaboration with branding agency Landor, the concept of the campaign is a smart play on the brand’s origin as a Chinese beer brand, giving it a bold and daring attitude that's refreshingly different.

The campaign also comes with the slogan “Hao good times taste”, which is a clever play on words that carry a double meaning, reflecting both Eastern and Western influences and brought to life via contrasting visual elements which embody the brand's 'United juxtaposition' theme.  

In Mandarin Chinese, "Hao" means "good" or "well". Therefore, from an Eastern perspective, the phrase could be interpreted as "how good times taste", suggesting that Tsingtao beer is synonymous with enjoyable moments and good times.  

From a Western perspective, where "Hao" is not a commonly recognised term, the phrase might be read as a unique brand slogan that piques curiosity and invites consumers to discover what "Hao" - and by extension, Tsingtao beer - brings to their good times.

The campaign was developed based on the observation that people's desire for new social experiences led to a shift in the beer industry towards elevated flavours and healthier options.  

The rise of craft and premium beers reflects changing consumption habits due to flexible work schedules and a self-improvement focus. The challenge for the beer industry is adapting to these evolving preferences by offering unique tastes and experiences that align with consumers' new lifestyle choices. 

As consumers are gradually seeking unique, novel experiences, the campaign also used the element of surprise to forge unconventional connections, recognising that consumers desire more than just a beer, but rather an experience that defies convention. 

By merging different cultures and offering distinct experiences, the campaign concept 'United juxtaposition' highlights the peaceful blending of contrasting elements, such as the fusion of East and West, and the brand’s origin of bringing together Germen brewing technology and Chinese craftmanship.

Targeting hardworking, confident urban professionals aged between 21 and 35, the campaign encourages unity while preserving a distinct brand identity. The phrase “Hao Tsingtao” encapsulates this notion of merging diverse cultures and worlds, steering clear of any political connotations.  

The campaign includes key visuals which showcase scenes celebrating both Eastern and Western cultures, all unified by Tsingtao beer, demonstrating its capacity to connect varied cultures and appeal to consumers worldwide.

As part of the campaign, the Tsingtao product transcends these boundaries, representing the fusion of contrasts in accordance with its 'United Juxtaposition' theme. Talent representation showcases diversity, signifying the convergence of different cultures and underlining Tsingtao's function as a link between different worlds. 

Tsingtao's "Hao good times taste" campaign has been launched in about 30 regions around the world from August to October 2024, including Hong Kong, Singapore, Macau and Australia. It has been promoted via out-of-home ads, social media such as Facebook, Instagram, events application, post-of-sale material and in-store activation, achieving over 70 million exposures on mainstream overseas platforms such as Facebook, Instagram and Google.

In Hong Kong, out-of-home ads and billboards at busy districts such as Causeway Bay have been displayed. 

This widespread visibility translated into a significant uplift in brand awareness in its overseas markets, effectively communicating the brand's message of Tsingtao Beer bringing good taste and shared experiences to consumers all over the world.

“I’m really pleased to work with Landor. I truly feel the sense of partnership and collaborative spirit from Landor throughout this journey," said Franklin Ma, Tsingtao International's general manager. 

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