Reaffirm Boxing Cat’s Position as a Leading Craft Beer Brand.
Boxing Cat is a craft beer brand based in Shanghai. Founded in 2008, it was the first craft brewpub in China. In 2017, Boxing Cat was acquired by Budweiser and now often has the perception of drifting away from the craft beer industry. During the launch of their new product, Strawberry Ale, Boxing Cat collaborated with the Beer Matters. The partnership bridged their gap with the craft beer community and bars, reaffirming Boxing Cat’s leading position in the craft beer industry.
Client:
Boxing Cat (China)
Campaign Type:
New Product Launch
Campaign Time:
June – September, 2022
Podcast, Videos and WeChat Posts
We crafted a special brand podcast episode for Boxing Cat. We invited Miss Cat (猫姐), who once served as a designer, fashion magazine editor, and CEO of an e-commerce company. Driven by her love for anime and craft beer, she founded Jokerwith, an anime-themed craft beer bar in Beijing.
The episode showcased Miss Cat’s journey as a sweet yet cool female entrepreneur, delivering the message “Sweet Punch, Breaking Prejudices,” which aligns with Boxing Cat’s brand philosophy. The episode concluded by expressing gratitude to Boxing Cat, revealing the beer’s debut date, and announcing the recruitment plan for the launch bars. The customized podcast episode reached over 20,000 plays within the first month of its release, specifically targeting professionals and enthusiasts in the Chinese craft beer industry.
Break the stereotype and deliver a powerful punch against prejudice! The beer video received over 10,000 views across multiple video platforms in China.
Content push related to the podcast episode, bar recruitment, countdown to release, and event recap. Leveraging podcast and video content, WeChat promoted the recruitment of craft beer bars across the nation to participate in the debut event. With 5 headline pushes, there was a total exposure of 70,000, garnering 6,100 reads.
Product Launch @29 Bars Nationwide
We initiated a nationwide recruitment of craft beer bars for the debut event and managed the launch. On June 18th, 29 craft beer bars across the nation launched Strawberry Ale on the same day!
City Camping with Our Beer Truck
Our beer truck, loaded with fresh Strawberry Ale, arrived in Tianjin. We held a light urban camping event with local craft beer enthusiasts, finally a break after several months of Covid lockdown.
The event was interviewed by Tianjin TV, a top 20 TV channel in China.