Maybe it’s a sign that Xiao Zi (the yuppies of China) really are taking over: Tsingtao’s new ads, designed by Ogilvy & Mather, are in English even though they plan to be shown just here in China.
Okay, the ads are also in English because of the Expo: Ogilvy says its new series is there to “tap into the Expo’s theme of cultural exchange” with the slogan “Drink Tsingtao, understand China.” In as such, they show off Chinese drinking customs like penalizing latecomers with three beers and… collapsing on the floor surrounded by beer bottles. Haha, too much ganbei for that guy.
But just because it’s for the Expo doesn’t mean it’s not trying to change Tsingtao’s image with the Chinese as well. As Ad Age China points out:
The campaign is running in English rather than Chinese, an unusual marketing decision for ads appearing in the mainland — especially since they will, Tsingtao hopes, appeal to modern, urban Chinese consumers as well.
The brewery wants Tsingtao’s image to appear more youthful and energized to domestic consumers at a time when young, trendy and increasingly well-off consumers are turning to foreign-made premium beer brands as well as imported spirits.
My guess is that there’s going to be more to the series – can anyone think of any other uniquely Chinese drinking customs? The only I can remember is that one where you go to each table at a banquet cheersing everyone.