导语
2025新春，一款可“撕开”的啤酒瓶，成为消费者热议的焦点。这款产品通过可撕式瓶衣设计，巧妙将蛇年“蜕旧焕新”的吉祥寓意融入开瓶的“仪式感”中，为消费者打造出承载新春情感的记忆锚点。
一瓶啤酒，何以成为新年大众的情绪载体？百威啤酒用“文化仪式感+在地化创意+社会化共情”的三重奏，交出了一份令人满意的答卷。
This Chinese New Year, Budweiser’s newly launched limited-edition “Renewal Bottle” did more than just sell beer — it ignited joy, revitalized local economies, and instilled hope into people’s hearts during China’s most important holiday season.
Tapping into the cultural pulse: A ritual for renewal
The company’s “Renewal Bottle” has succeeded in transforming the simple act of opening a beer into a “renewal ritual”. When peeled off, its outer layer unveils one of six auspicious messages — “Prosperity”, “Abundance”, “Positivity”, “Wealth”, “Love”, and “Happiness” — which consumers can mix and match into personalized greetings like “Great Fortune” or “Boundless Love”. Rooted in the Chinese New Year tradition of shedding the past to welcome the new year, this innovative design struck a chord, offering a tangible symbol of renewal amid the end of a year marked by uncertainty.
▲The limited-edition Budweiser “Renewal Bottle”
Campaign ignites unique symphony of tradition and blessings
Budweiser succeeded in turning the humble bottle into a cultural phenomenon with a campaign that blended tradition and blessings. Offline, the brand hosted 27 countdown parties across six cities, drawing in over six million attendees, and rolled out 73 celebration events in 41 cities — think renewal-bottle-themed lanterns lighting up streets in Fuzhou and an electrifying EDM lion dance parade in Wenzhou. These spectacles didn’t just entertain; they drew crowds to commercial hubs, breathing life into local night economies.
The campaign’s reach soared even higher with dazzling visuals, as the “Renewal Bottle” lit up iconic landmarks in Guangzhou, Chengdu, Wuhan, Shenzhen, Fuzhou and Hangzhou. Online, Budweiser partnered with Bilibili’s New Year’s Eve Gala featuring international artists to captivate younger audiences, while themed ads in 8 transportation hubs and 85 high-traffic locations greeted millions of Spring Festival travelers with messages of hope.
▲The “Renewal Bottle” lit up iconic landmarks in Guangzhou, Chengdu, Wuhan, Shenzhen, Fuzhou and Hangzhou
Social media was abuzz with the Shed for Renewal AIGC Challenge on Douyin, inspired by the bottle’s shedding-skin design, racking up over 1.6 million engagements. At family gatherings, the physical bottles sparked conversations, reinforcing traditions and boosting holiday cheer.
A win-win approach: A balance of brand and society
Budweiser’s campaign wasn’t just a win for the brand — it was an emotional boost for people across the nation. By energizing local economies, it aligned seamlessly with China’s goals to boost consumption and expand domestic demand, as emphasized in the latest Central Economic Work Conference. The numbers tell the story: Budweiser claimed 56% of the social buzz among major beer brands and inspired over 1.9 million user-generated posts* . Outside of the metrics, the campaign fostered optimism and unity, bolstering consumer confidence at a pivotal moment.
▲Celebration events in Chengdu and Fuzhou
Rooted in the country’s heritage
With three decades in China, Budweiser has cultivated a deep understanding of the country’s cultural tapestry and consumer mindset. The “Renewal Bottle” campaign showcases this mastery, blending bold innovation with deep respect for tradition. By strengthening ties with Chinese consumers and supporting broader societal aims — economic vitality and cultural preservation — the brand proves it’s not just here to stay, but also to help contribute to China’s development.
*The data cited is sourced from the third-party social media listening company.
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