Carabao Energy Drink Looks to Expand Presence in China with High-Energy Campaign

BBH China has rolled out a new integrated campaign for Carabao energy drink brand, following its appointment earlier this year to the account. 

Launched in Thailand in 2002, Carabao is focusing its efforts in the growing China market which it entered in 2017.

“In a departure from traditional campaigns in the category dominated by extreme sports and adventure, the campaign uses real-life situations and relatable characters to engage consumers and to highlight the benefits of consuming the energy drink,” the brand said in a release.


In the first of two spot (both in Mandarin), we see an attention-hungry sports fan bitten by the fame bug after being shown on the stadium big screen display.

Next is the office working amped at work from Carabao.


“We are delighted to be on this journey with Carabao as they expand into China,” said Arthur Tsang, Chief Creative Office, BBH China. “As a newcomer to the market we need a campaign that is telegraphic and cuts through the very cluttered drinks category – to punch above our weight. Our execution focuses on humour and a refreshingly different look at energy drinks and performance.”


Client: Carabao (卡拉宝) China
Chief Creative Officer: Arthur Tsang
Executive Creative Director: Yinbo Ma (ECD)
GCD: Haoxi Lu
Associate Creative Director: Blue Lu
Business Director: Arto Hampartsoumian & Charlotte Sng
Account managers: Jane Chen (AD), Siying Goh (AAD), Joy Min (AM)
Planners: Matt Nolan (PD), Jessie Wu (Planner)
Production Company: Black Sheep Studios
Co-production: A New Life Films and NakiD


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