Tsingtao Launches ‘8 Immortals’ Consumer Campaign

26 Jan 2015 --- Halewood International, the UK’s leading independent drinks manufacturer, has unveiled a new consumer campaign for Tsingtao Beer, based on the ‘8 Immortals’ from Chinese folklore.

The concept forms part of Tsingtao’s ‘Speaking Chinese’ campaign, which seeks to promote the brand’s roots within Chinese culture and heritage. Tsingtao has identified eight modern immortals, each possessing a similar set of characteristics to the originals from Chinese mythology, which will be brought to life throughout the year.

A new immortal will be introduced to consumers each month, starting with Teiguai Li, a compassionate, bearded man who walks with the aid of a crutch. The characteristics of each immortal will help to drive interest and engagement with Tsingtao’s young and adventurous audience.

The outdoor aspect of the campaign will launch in February, and Tsingtao has identified high-profile sites in London, Manchester, Glasgow and Liverpool such as Piccadilly Circus, Digital Escalator Panels, the Trafford Arch and the Clydeside Expressway to deliver maximum impact.

The campaign will also feature across consumer and trade press titles, and will be heavily promoted through social media, to gradually introduce each immortal to Tsingtao’s core audience.

James Wright, Head of Spirits & Agency Brands at Halewood International, comments: “The ‘8 Immortals’ will attract young, aspirational consumers to the Tsingtao brand, who are looking to trial different world beers.

“The campaign will also make Chinese culture more accessible and relevant to UK consumers, who are seeking a genuine drinking experience.”