Competitive pitch presentations took place three weeks ago in Beijing. JWT, the current creative agency for Carlsberg Chill, confirmed it did not take part in the pitch.
Saatchi & Saatchi will develop television campaigns designed to cement the leading position that each of the three local brands currently enjoys in their respective regions.
“China is the fastest growing beer market in the world, though the per capita consumption is still way behind markets in Europe, the US and Australia,” Charles Sampson CEO of Saatchi Beijing said. “More young people are joining the casual after-work beer drinking culture as new bar street developments open up in second tier cities. Before that beer was more for restaurants and in home consumption.”
An industry source close to the beer market in China commented that China’s beer market is becoming more and more competitive with strong local beer brands like Tsingtao, Snow Beer, Yang Jing and King Star all increasingly looking to turn themselves into national beer brands. These brands also look to captialise market growth and extend their reach to other parts of China.
Saatchi & Saatchi previously worked on the Tsingtao beer account in China.
China is the world’s largest beer market, growing 6.7 per cent year-on-year in 2009 to US$44.7 billion, according to Euromonitor International.
Saatchi & Saatchi will develop television campaigns designed to cement the leading position that each of the three local brands currently enjoys in their respective regions.
“China is the fastest growing beer market in the world, though the per capita consumption is still way behind markets in Europe, the US and Australia,” Charles Sampson CEO of Saatchi Beijing said. “More young people are joining the casual after-work beer drinking culture as new bar street developments open up in second tier cities. Before that beer was more for restaurants and in home consumption.”
An industry source close to the beer market in China commented that China’s beer market is becoming more and more competitive with strong local beer brands like Tsingtao, Snow Beer, Yang Jing and King Star all increasingly looking to turn themselves into national beer brands. These brands also look to captialise market growth and extend their reach to other parts of China.
Saatchi & Saatchi previously worked on the Tsingtao beer account in China.
China is the world’s largest beer market, growing 6.7 per cent year-on-year in 2009 to US$44.7 billion, according to Euromonitor International.
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