ABInBev
Introduction
Budweiser sought to create a standout Qixi campaign to forge a deeper emotional connection with the audience, enhance its brand presence, and boost sales in China amidst a crowded market.
- Market research and strategy
- Campaign Activation
- Community Building
- Branding
- Asset creation
Our Insight & Idea
GAB China conducted deep consumer research, uncovering a significant opportunity to engage with the LGBT community, an underserved demographic with substantial influence. We positioned Budweiser as a champion for diversity and inclusion, leveraging this insight to resonate authentically with a broader audience.
Building on our research, we launched the “All Love is Love” campaign, featuring the “Kiss Bottles” to celebrate love in all its forms. This initiative was designed to elevate Budweiser’s commitment to inclusivity.
The Work
Gab China played a pivotal role in developing the “All Love is Love” campaign messaging, which effectively conveyed Budweiser’s message of inclusivity. Besides digital strategy, GAB implemented several key strategies to support the project to go viral:
- The “Kiss Bottle” Launch: Collaborating with the artist GUN KARLSSON, Gab introduced a special edition “Kiss Bottle” with unique package design, symbolizing love and acceptance.
- Engaging Offline Events: Gab organized offline events in partnership with the LGBT community to promote the campaign’s message, fostering a sense of unity and belonging.
Millions+
Sales online and offline
Millions+
Online discussion
1732+
Media publication
Billions+
Online impressions about the topic
The “All Love is Love” campaign turned out to be one of Budweiser China’s most effective campaigns in history. The impact was remarkable, with the specially designed “Kiss Bottles” selling out within just a few days of release. Furthermore, Budweiser continues to adopt and promote this message throughout China, solidifying their stance on diversity and inclusion.
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