The Smiley Company has partnered with China beer brand Tsingtao in an exclusive collaboration for a limited-edition range of beer to be sold across mainland China.
The pairing of SmileyWorld, a brand known for happiness, positivity and self-expression, with trend-driven brand Tsingtao has resulted in a collaborative campaign that aims to create a “Happy Planet” full of happy people.
Launched at the beginning of November, the collaboration features music-related designs on millions of Tsingtao Pure Draft cans and bottles. With eight SmileyWorld icons decorating the cans, including bespoke designs created especially for the campaign, Tsingtao and SmileyWorld will encourage young adults to express their attitude through Smileys.
A limited-edition bottle was also designed to bring people together: when brought close together, two bottles create a complete Smiley.
“Tsingtao is the most iconic beer brand in China, one perfectly matched to SmileyWorld in terms of appeal to trend-driven consumers,” says Nicolas Loufrani, chief executive officer, SmileyWorld. “The Smiley Studio has created a new set of bespoke designs which will appeal to Chinese consumers and co-created a fantastic activation with our friends at Tsingtao. This proves once again the talent of the team at the Smiley Studio and our ability to work with the most professional brands and agencies in the world.”
“Our Pure Draft beer and SmileyWorld collaborated to reimagine our current packaging with a fresh SmileyWorld design,” says a statement from Tsingtao Beer. “The new can and bottle designs are trendy, fun and creative. By creating these impactful and appealing trend-driven products, we have created a link between beer and the lifestyle industry. We believe that the collaboration between our two brands will bring consumers more fresh and novel experiences.”
Supported by a 360-degree marketing campaign including TVC, online and social media, content will be created for WeChat, Weibo, Little Red Book and TikTok. Tsingtao’s brand ambassador, musician Hua Chenyu, will also promote the partnership through online and social media.