Baijiu is like Tequila from Mexico, but it’s made in China and it’s not Tequila.

In each execution, we see a Chinese female sunbather wearing a ridiculous protective Lycra ‘sun mask’ – and it looks uncannily like a Mexican wrestler’s mask.

Baijiu is a Chinese liquor that looks and tastes uncannily like Mexican Tequila. We used this simple, humorous observation to help describe Baijiu to a new audience of Western ex-pat drinkers in Hong Kong.

Ngau Saam Gun mixologists introduced westerners foreign to the characteristics of this Chinese firewater. Converting them one drink at a time throughout the promotional campaign period, encouraging overall trial of Baijiu.