Landor Hong Kong developed the concept of “Hao Tsingtao” to capture the essence of the long-running brand’s DNA.
Tsingtao Brewery International
Landor
Landor Hong Kong developed the concept of “Hao Tsingtao” celebrating the brand embarking on a new era of Tsingtao’s 120 year anniversary.
The concept is a smart play on the brand’s origin as a Chinese beer brand, giving it a bold and daring attitude that’s refreshingly different to its global competitors.
Tsingtao is the wonderful result of unique world’s colliding – where bold Chinese craftsmanship meets refined German technology. With the most extraordinary selection of ingredients, Tsingtao has crafted a truly refreshing beer.
Unapologetically bold, Tsingtao challenges the status quo and promise to bring the world fresh, crisp and versatile experiences. ‘Hao Good Times Taste’ captures the essence of the brand’s DNA – to break traditions and evolve in order to offer consumers the best beer possible that brings people together, inviting everyone to raise a glass of Tsingtao and experience the ‘hao’ for themselves.
Consumers are currently seeking unique, novel experiences. Our approach uses the element of surprise to forge unconventional connections, recognizing that consumers desire more than just a beer – they seek an experience that defies convention.
By merging different cultures and offering distinct experiences, Tsingtao effectively engages with consumers. The slogan “Hao Good Times Taste” ingeniously embodies both Eastern and Western influences.
Through immersion sessions with Tsingtao, we have discovered what’s truly unique about Tsingtao is that their products are created with the unique formula of refined western brewery technology combined with bold Chinese craftmanship, which provides a uniquely refreshing taste and experience of Tsingtao.
Building on this, we’ve developed Tsingtao’s bold new campaign, ” Hǎo Tsingtao”, based on our concept ‘United Juxtaposition’, highlighting the peaceful blending of contrasting elements such as the fusion of East and West, it encourages unity while preserving a distinct brand identity.
“Hao Good Times Taste” is a clever play on words that carries a double meaning, reflecting both Eastern and Western influences and brought to life via contrasting visual elements which embody our creative concept ‘United Juxtaposition’. In Mandarin Chinese, “Hao” means “good” or “well”.
Therefore, from an Eastern perspective, the phrase could be interpreted as “how good times taste”, suggesting that Tsingtao beer is synonymous with enjoyable moments and good times.
From a Western perspective, where “Hao” is not a commonly recognized term, the phrase might be read as a unique brand slogan that piques curiosity and invites consumers to discover what “Hao” – and by extension, Tsingtao beer – brings to their good times.
Key visuals showcase scenes celebrating both Eastern traditions and Western relaxation, all unified by Tsingtao beer, demonstrating its capacity to connect varied cultures and appeal to consumers worldwide – different cultures but same taste.
Using a golden line in the center of the visuals to symbolize the unity achievable amidst diversity, the product transcends these boundaries and creating seamless harmony between the two worlds. Talent representation also showcases diversity, signifying the convergence of different cultures and underlining Tsingtao’s role as a link between different worlds.
“Using a golden line in the center of the visuals to symbolize the unity achievable amidst diversity, the product transcends these boundaries and creating seamless harmony between the two worlds.”
Early results since August launch shared by Tsingtao:
Tsingtao Beer’s “HAO GOOD TIMES TASTE” campaign overseas market promotion has been launched in about 30 countries and regions around the world from August to September 2024, achieving over 70 million exposures on mainstream overseas platforms such as Facebook, Instagram and Google.
This widespread visibility translated into a significant uplift in brand awareness in its overseas markets, effectively communicating the brand’s message of Tsingtao Beer bringing good taste and shared experiences to consumers from all over the world.
Tsingtao:
Franklin Ma – General Manager, Tsingtao Brewery International
Jessie Xiao – Head of Branding, Tsingtao Brewery International
Lucia Liu – Branding Executive, Tsingtao Brewery International
Landor Hong Kong:
Matthew Robinson – Creative Director
Joseph Prathista – Senior Designer
Peggy Hon – General Manager, Hong Kong
Natasha Chen – Client Director
Klara Chan – Executive Strategy Director
Production (Under Landor creative supervision):
Heidi Ding – Group Account Director
Campo Ku – Account Executive
Nova – Production Supervision
Lirong Zhao – Final Artist
Jeffery Fu, Xuxu – Retouching
E. Henry – Photographer
Lena – Digital Assistant
吴刚修、吴前修、杨浩、李国远 – Lighting Assistant
Karmen、孙彤 – Producer
丫丫Alisa – Stylist
钰钰淇 – Casting
阿连 – Art Director
杨超 – Props
Jacky 刘卫强 – Food Stylist
刚子 – Set Design
老侍 – Stage Manager
