TBWA scoops Tsingtao Beer's creative account from Ogilvy

TBWA will now take responsibility for the full product portfolio under the main Tsingtao brand - Chun Sheng, Hei Pi, Ao Gu Te, Huan Dong, Bing Chun, and Wu Chun sub-brands that cater to different consumer segments.

TBWA's creative assignment will also include sports activations for NBA team Miami Heat, that involves a branding partnership between the Miami Heat Dancers and the Tsingtao Passion Dancers, a troupe chosen from contestants in China's nationally televised talent competition. The brewery has also sponsored the Chinese Basketball Association to tap into the male demographics it wants to reach.

Jeff Ma, chief marketing officer of TBWA Greater China, has already been leading the business for another three regional beer brands under Tsingtao – Shan Shui, Hans and Lao Shan a year ago. "It’s great timing for us to do more for Tsingtao and to reinforce the main brand’s iconic position and innovative image”.

Growth of the main Tsingtao brand has been oupacing sub-brands, but among them, Shan Shui is marked to target the national market. Hans and Lao Shan target the northwestern China and Shandong regions respectively.

Effective since March, TBWA's duties have been focusing on a post-Olympics branding strategy for Tsingtao and its six sub-brands.

"There is a need to refresh consumer segmentation for Tsingtao as it looks to launch more products under its existing brands. A clear brand architecture and precise communications combining the brand's Chinese heritage with innovation will be our creative direction," Ma told Campaign Asia-Pacific.