China’s post-millennial generation is a generation that lives in a world where the boundaries between online and offline life are blurred. According to QuestMobile, In 2023, China’s post-millennial generation spent an average of 173.9 hours per month on social media, significantly surpassing the overall network average of 157.9 hours. They explore and share daily fashion, lifestyle, dining preferences, and entertainment inspiration. As visual creatures, they often experiment with what they see on these platforms, making social media a vital trend indicator in their lives. Despite its prevalence, beer is surprisingly scarce in this digital landscape, even though it ranks among their top three beverage choices in daily life (According to KPMG's research on alcohol consumption in China, beer held a 32% share among alcoholic beverages in 2022). Through proactive measures, Budweiser, as a premium leader, can strengthen its connection with the younger demographic and enhance its appeal.

In contrast to previous generations who prioritized group adherence and conservative behavior, China’s post-millennial generation exhibit a distinct mindset. Raised in the era of social media, they value individuality and seek validation through likes, embodying the belief that "Appearance is power" and expressing themselves boldly through style. Leveraging this cultural shift, Budweiser decided to tap into their enthusiasm for visual expression at the Creamfields music festival, aiming to offer more than just a refreshing taste. Budweiser WILD, the world's first wearable beer, offers a truly unique drinking experience. Every aspect, from flavor to presentation, embodies Budweiser's distinctive and fiery essence. So, we invited China’s post-millennial generation to join us in savoring the spice and embracing the heat.

At the Creamfields festival, Budweiser presented its fiery taste in a visually captivating way, ensuring the flavor experience is readily shareable. To achieve this, we introduced an experiential bus on-site, offering festival-goers an exclusive product pack - the 'Budweiser WILD.' Part of this pack wasn’t just a limited-edition spicy beer but trendy accessories like metal rivets and necklaces, that attendees could use to elevate their festival style. A bottle holder shaped like a metal heart transformed their beer into a visually striking accessory. Further fashionable accessories included in the pack allowed consumers to apply their own creativity and showcase individual attitudes and personalities. We also had a team of stylists on site to help them perfect their personalized looks, empowering everyone to authentically express their fiery selves from head to toe.

1.Jim Wong, the managing director LNEA/28Group, remarked, "Budweiser's presence at the festival marks a departure from previous brand collaborations. Its stylish design resonates with many young trendsetters, offering a chic beer-drinking experience."

2.Chen Xingru, founder of the youth culture pioneer media LOFi, commented, "Budweiser WILD's ambiance at the heart of the festival encapsulates current club culture aesthetics, embracing a cyberpunk and Y2K vibe. It boldly disrupts traditional presentation of alcohol in music festivals and party scenes, seamlessly integrating with diverse fashion styles, creating an uniquely enjoyable experience."

3.Campaign posts on Xiaohongshu boasted an impressive interaction rate of 60%, surpassing the industry’s average effectiveness by 3-4 times.

4.The 2023 Kantar Brand Health Report reveals that the 'is for young people' indicator has increased from 41% to 51.3%.

5.During the campaign, Budweiser successfully stimulated spontaneous consumer purchases of limited-edition packs on second-hand platforms.