One of China’s best-known locally brewed beers, Tsingtao Pure Draft has commenced its brand re-launch with a television commercial by DDB China, featuring popular Chinese actor, singer and model Huang Xiaoming.
A product of Qingdao in Shangdong, Tsingtao Pure Draft is a non-pasteurized lager brewed with pure spring water from China’s Laoshan Mountains. The brand’s new slogan, ‘Refresh your life, be yourself’, signifies a coming of age and an edgier attitude for Tsingtao Pure Draft.
“Young Chinese beer drinkers are becoming increasingly sophisticated. They prefer beer brands they can identify with, especially one with an attitude and heritage representative of their social status and lifestyle,” said Li Zheng, Executive Creative Director at DDB China Group.
“Much like the Tsingtao brand, which is synonymous with China, Huang Xiaoming is a well-loved, homegrown celebrity which makes him the perfect choice for our brand ambassador,” said Wang Kai, General Manager of Brand Management Department, Tsingtao Brewery.