In Chinese social media, the LGBTQ community faces heavy discrimination and hate crimes, and the media actively censors LGBTQ topics on the Internet. In this case, how to deliver the key message of celebrating 'all love is love' is a big challenge.

Qixi, the traditional Chinese Valentine’s day, is the time for people to express their thoughts about love and celebrate for their love stories. It should be a festival for everyone but in current society, LGBTQ community has not been fully understood. In Chinese media environment, the LGBTQ topic and content have always been blocked by censorship. Budweiser launched the #All Love Is Love# campaign on Qixi, encouraging the LGBT community to express their true self and be brave in their love.

Product -

We continued to use the creative format of kiss bottle and illustrated a new pair of lovers.

When two bottles were combined, they created a kissing couple.

And when different bottles were combined with each other, different kinds of lovers were represented.

Content film -

Budweiser invites three consumers to describe their beloved partners and tell their story of how they fell in love. Audiences were greatly touched by their stories, yet automatically took these stories into heterosexual couples. while when the partners showed up in the end, it turns out that there are not only heterosexual couples, but also LGBTQ couples. All love is love.

Seizing the meaningful moment is a key for Budweiser to build brand equity. In this case, we care about people's tension and want to communicate brand value of BE YOUR TURE SELF. Qixi, the traditional Chinese Valentine’s day, is the time for people to express their thoughts about love and celebrate for their love stories. It should be a festival for everyone but in current society, LGBTQ community has not been fully understood. Budweiser wants to engage with LGBTQ community and celebrate all kinds of love in this traditional valentine's day.

#All love is love#

In Chinese Valentine's Day, we designed two 'Kiss Bottles', with two lovers on the front and back sides.But when two different products are combined, there will be more different love types. Meanwhile, we launched the Qixi Festival limited edition gift box on the Tmall. The gift box is a product display device, with a three-sided hollowed-out design to show three different kinds of love.

For PR execution, not only social amplification, but also we sponsored local LGBT event, coop with mainstream media.

The online video ignited passionate discussion as all consumers witnessed the same dedicated emotion in different loves.

Overall, we’ve received:

250 million views and 41 thousand discussions on QIXI topic

Ranked No1. social buzz in the beer industry , 175% more than the second place.

50 % sales increase for the Kiss bottle compared to 2019.

Record high of 16% engagement rate for the content film on our owned media-Weibo. 

In Chinese social media, the LGBTQ community faces heavy discrimination and hate crimes, and the media actively censors LGBTQ topics on the Internet.

Product -

We continued to use the creative format of kiss bottle and illustrated a new pair of lovers.

When two bottles were combined, they created a kissing couple.

And when different bottles were combined with each other, different kinds of lovers were represented.

Content film -

Budweiser invites three consumers to describe their beloved partners and tell their story of how they fell in love. Audiences were greatly touched by their stories, yet automatically took these stories into heterosexual couples. while when the partners showed up in the end, it turns out that there are not only heterosexual couples, but also LGBTQ couples. All love is love.