In China, Chinese New Year isn’t only the biggest cultural event of the year, it’s also the most crowded and saturated advertising season. To cut through, Budweiser China took a non-traditional route – going beyond the typical sponsorship of CNY events and TV commercials, and positioning the brand as a meaningful part of the celebrations.

To launch the new bottle, we created a nationwide movement around the a chinese hashtag which means: Two words for thanks, two clinks to say it. At the heart of the campaign was a unique bottle that we designed with the words “Thank You” integrated into the label. TV commercials, outdoor and retail promoted awareness and participation in this new thank you ritual, while branded content online generated further shareability and participation online.