Leading Asian beer brand, Tsingtao, has launched its 2022 global brand campaign, “Nice To Have Around,” with UMM.
After a competitive global pitch, the campaign was awarded to, and produced by, Australian communications agency, UMM. The agency also partnered with design thinking coach, Friend Thorp. The campaign is set to appear on billboards and bus wraps, as well as digital and social ads around the world
Jessie Xiao, head of marketing, Tsingtao International said, “It was important to the brand that the core of the campaign embodied the Tsingtao DNA of fun and celebrating the moment, with a social persona best shared with friends, “.
“We were able to collaborate in a creative, strategic and efficient manner with the UMM team and are excited for the rollout in key markets and channels across Asia Pacific, Europe and US.”
After extensive research collecting worldwide insights into the audience and consumer behaviour, as well as retailer trends, pre and post-pandemic, the team landed on the perfect brand positioning within this complex time.
Joint MD, Benoit Thorp said, “The timing was critical and we needed to be sensitive to the international social sentiment that existed within the period of campaign development and what we predicted the launch period to be,”
Executive creative director of the campaign, Mick Thorp, said it was essential to not deviate from the brand ethos:
“Tsingtao is like your favourite social circle, your best friend or members of your close-knit family. Dependable, unique and always there. They make you feel good. They’re nice to have around. From here the campaign was born.”
The “Nice To Have Around” campaign will be launched across Europe, America, Oceania, Asia and Africa over the next six months.
