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AB InBev wants to lure Chinese drinkers into craft beer with Boxing Cat refresh

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AB InBev has relaunched its Boxing Cat craft beer with the aim of turning Chinese tastes towards the craft beer category.

The business brought on R/GA to give the brand a new look, as well as launch an integrated campaign to educate the Chinese audience that currently link craft beer to being expensive or having a heavy taste.

The answer is a new logo that puts the Boxing Cat as the focus and a set of films that introduce him as Louis, a character that is fighting the world’s boring beers.

“Louie is the embodiment of the brand. He’s there to challenge the ordinary, so we see him patrolling the streets, ridding them of mundane beer, one haymaker at a time,” said AB InBev head of craft and specialities for APAC, Nicolas Eduardo Morelli. “It’s beautiful. The storytelling is impactful and we’re incredibly happy with the result.”

The videos and logos take on a graphic-novel style, aimed to appeal to a younger crowd that has thus far been shunning the craft beer category. According to R/GA, craft beer takes up just 1% of beer sales in China, versus up to 14% globally.

“We saw an enormous opportunity for Boxing Cat to be the contender that challenged those expectations, by leveraging their heritage as a local upstart and creating a distinct personality for the brand - a crazy, kickass one that is the antithesis of ordinary,” said R/GA Shanghai executive creative director, Terence Leong.

The ads, produced by Final Frontier and directed and animated by Buenos Aires studio Le Cube, are being teased across the brand’s WeChat channels, alongside themed launch parties in Shanghai and Beijing.

: 'Boxing Cat'

Agency:
Client:
Date: June 2019
R/GA Shanghai is behind the visual transformation of one of China’s first microbrewery brands, Boxing Cat. The broad sweep of work includes complete look and feel redesign, and bringing Boxing Cat’s newest craft beer to market via an integrated campaign.
With craft beer accounting for just 1% of total beer sales in China compared to around 14% globally, R/GA Shanghai’s role was to break down barriers to consideration, and drive trial amongst younger consumers who equate “craft” with “expensive” and a “heavy taste”.
R/GA Shanghai approached the project holistically, creating a masterbrand from the logo up. A new tagline of “Live With A Punch”, coupled with a clean, pared-back design resulted in high-impact applications across labels, packaging, point-of-sale and promo materials, transforming and unifying Boxing Cat’s range of existing products.
Credits:
 
 
Creative Agency: R/GA SHANGHAI
Executive Creative Director: Terence Leong
Creative Director: Shing Sian Chew
Associate Creative Director: Rich Harris
Copywriter: Fang Cao
Designer: Jeremy Wang
Content Producer: Ivy Low
Producer: Ann Yao
Strategy Director: Connie Ho
Planner: Alan Wu
Account Director: Angela Tan
Managing Director: Sook Ping Chow
Production Company: FINAL FRONTIER
Executive Producer: Chris Colman, Gustavo Karam, Julieta Zajaczkowski
Director: LE CUBE
Animation Studio: LE CUBE
Director: Ralph Karam
Executive producer: Juan Manuel Freire, Fernanda Soma
Music & Sound Production: Kersound Studios
Composer: Akira Terao
Singer: Yang Kai 杨锴
Music Supervisor: Greg Yu
Music & Sound Design: KerSound
Composer: Akira Terao
Tags: China, craft beer, ab inbev
 
 
 
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