Budweiser Fruit-Flavored Beer, a Sweet Sweet Success in China

A Serviceplan Beijing campaign designed to launch Budweiser’s new product ME3 has gone viral in China, making a social media buzz.

Serviceplan Beijing created digital videos, social media posters, and merchandising to promote the new Budweiser ME3 fruit-flavored beer on Chinese mobile platforms TikTok and Weibo, helping their client to reach a new peak of sales on e-commerce.

Digital films titled “The Mystical New Spark” and “The Mystical Smile” were shared on TikTok and Weibo, generating over 2.1 billion impressions with click rates of more than 58 million, and views by more than 51 million people in China. The new product campaign launch for Budweiser ME3 received huge exposure and was ‘Liked’ by at least 10 advertising media platforms.


Budweiser tasked Serviceplan Beijing with the mission of creating a campaign to market an entirely new product. The Budweiser ME3 beer is neither a traditional lager nor a traditional fruit beer.

The new ME3 beer is geared toward a younger target group who aren’t bound by tradition and rules, so Serviceplan came up with the concept ‘Fanatically Enigmatic’, meaning that the beauty outside of tradition can only be felt by true individuals.


“We fall in love with Serviceplan when they proposed the “Truly Mystical” idea on the first time we met online during the pandemic,” said Celine Huang, Associate Marketing Director at Budweiser China. “We’re affirmative on this creative approach on our new ME3 launch, that would activate the young target consumers in China as it reveals the true insight from this specific target group.”

“This is a very challenging yet fun campaign to work together with Budweiser China,” added Marcus Ma, Managing Director at Serviceplan China Beijing. “The team on this project has truly dedicated their efforts and treated ME3 as their own product development. I believe this is essential to gain absolute trust from the client for letting us roll out such a bold campaign, that plays a very unusual communication for a new product launch within the category.“


Serviceplan Beijing was recently ranked in the top 20 hottest agencies of 2020 by Campaign Brief Asia.


Worldwide Executive Creative Director, Serviceplan Group: Jason Romeyko

Managing Director, Serviceplan Beijing: Marcus Ma
Associate Creative Director: Mark Liu
Art Director: Suo Er
Director of Client Service: Erin Lee
Account Director: Alison Feng

Budweiser ME3 Key Visual Illustration
Production house: MYSTERY BOX London
Illustrator: James White
Budweiser ME3 Drinking Occasion KV & Product video
Illustrator: Trey Trimble
Budweiser ME3 Launch Video
Production house: THE EYE
Director: Gingzim Lo
DOP: Qiang
VFX: A-Nuo
Budweiser ME3 Viral Video
Production house: Yan Studio Beijing
Director: Mark Liu
DOP: Bin Li
VFX: A Kai
Editor: Hao Wang
Producer: Jian Shi

International Communications Officer: Lee Sharrock
Other credits: Chong Kin

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