Budweiser abandons Made-in-America tagline for Chinese campaign

29.06.2017 Drinks : Advertising : Branding

China – The beer brand has created a dystopian film that taps into Chinese consumers’ growing interest in electronic dance music (EDM).

Featuring pop star Eason Chan and actress Fish Liew, Fang, which means ‘unleash’ in Chinese, is a departure from the patriotic theme of typical Budweiser campaigns. It explores China’s burgeoning EDM scene, which the brand has helped to foster since 2013, when it established the Budweiser Storm dance festival.

The short film follows Liew and Chan as they attempt to escape from a bleak industrial facility. After a short chase scene, Liew finds herself on a vibrant dance floor surrounded by revellers dancing to EDM. The soundtrack is a collaboration between DJ Alok and Chan, and marks Chan’s first foray into EDM.

Budweiser is experimenting with long-form content in China, and the campaigns are proving highly successful on social media.

The Big Picture

  • Brands are tailoring their offerings to tap into the interests and desires of international consumers
  • In the era of New Bricolage Living, consumers are increasingly taking pride in aspects of their national identity they feel reflect who they are