AB InBev Redefines Smart Drinking Strategy in China by Multi-cultural Approach to Influence the Rising Gen-z
September 04 2019 - 11:21AM
Business Wire
Harbin Beer launches its first ever non-alcohol
beer celebrating AB InBev’s Global Beer Responsible Day
World-leading brewer Anheuser-Busch InBev (NYSE:BUD) today
celebrated the 12th year of its annual China smart drinking
campaign by staging an awareness gala in Shanghai. Reinvented with
a multi-cultural approach where heritage meets new lifestyles, this
year’s campaign features a virtual character under its popular
brand Harbin Beer and a major awareness animation co-produced with
Beijing Forbidden City Culture Development Co. as the brewer seeks
to address the country’s fast-changing social landscape in which
drink-driving is becoming younger.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20190904005692/en/
Harbin Beer launches its first ever
non-alcohol beer celebrating AB InBev’s Global Beer Responsible Day
(Photo: Business Wire)
To better appeal to the country’s rising Z Generation consumers,
AB InBev chose to incorporate different cultural elements popular
within young Chinese consumers, including ACG, hip-hop, palace, and
period drama, into its latest awareness campaign. This led to the
creation of Hajiang, a virtual character, around whom an awareness
animation was produced to tell a fictional story – Hajiang
time-travels to the Qing Dynasty and becomes a royal driver, but
she defies the emperor’s bestowed drink and pays back the royal
favor by showing lessons learnt from how the impulse after drinking
has embarrassed some of China’s most famous historical celebrities.
Now available for viewing on China’s social media platforms as well
as popular video sites, the animation marks a new attempt by both
AB InBev and Harbin Beer to attract and influence the country’s
increasingly sophisticated young consumers, who tend to reveal
diversified interests and personalities at the same time.
The brand also took advantage of the opportunity to launch its
first no-alcohol beer, seeking to empower Chinese consumers with
practical in-life choices to change their behaviors as well as
cultivate a new social norm. The brewer is now selling the
no-alcohol offering in a palace-themed gift pack on e-commerce
platforms, the sales of which will be donated to support the
Ministry of Public Security’s underage traffic education
program.
Offline, AB InBev has also rolled out a series of activities to
complement and consolidate its online campaign by working with
different stakeholders like the car-hailing App DIDA Chuxing to
reduce chances of drink-driving and penetrating universities across
China to reach more legal-drinking-age consumers.
As the leading brewer in the world, AB InBev has been committed
to promoting smart drinking around the globe, announcing its Global
Smart Drinking Goals in 2015. In China, the brewer has been
resorting to a Public-Private-Partnership model in building
awareness, working with respected partners including the Ministry
of Public Security, Shanghai Traffic Police and the China Alcoholic
Drinks Association to maximize positive impacts.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20190904005692/en/
Elaine Zhou AB InBev Tel: +86-021-61705858 E-mail:
Elaine.Zhou@cn.ab-inbev.com
Anheuser Busch Inbev SA NV (NYSE:BUD)
Historical Stock Chart
From Aug 2024 to Sep 2024
Anheuser Busch Inbev SA NV (NYSE:BUD)
Historical Stock Chart
From Sep 2023 to Sep 2024