O&M Shanghai befriends beer drinkers

Ogilvy & Mather Advertising Shanghai has launched a fun new series of print ads for Tsingtao beer just in time to greet overseas and domestic visitors to the Shanghai Expo.

Under the slogan “Drink Tsingtao, Understand China”, Tsingtao aims to capture the attention and thirst of the international audience by tapping into the Expo’s theme of cultural exchange. To keep it fun and light, the creative positions the iconic Chinese beer brand as a cultural ambassador for China and Chinese drinking culture. One advertisement, for example, introduces the Chinese custom of penalizing the late-comer with three beers, as illustrated by a cartoon character balancing three full mugs. Further demonstrating its focus on the overseas demographic, these ads feature English copy rather than Chinese, a rarity among ads launched domestically.

Joyce Chang, Managing Director of Ogilvy & Mather Advertising, Shanghai. “These ads feature cheerful and quirky cartoon illustrations – a significant departure from the more traditional advertisements in the Chinese beer industry that simply show an image of an ice cold beer. We think consumers will be pleasantly surprised.”

Credits – ECD: Kevin Lee. CD: Cindy Shen. Art Directors: Ethan Lin, Lei Zhang, Robin Wu. Copywriter: Cindy Shen. Agency Producer: Qin Lin. Account Lead: Joyce Chang.