Positioning Paulaner as THE premium original German beer in China
We established Paulaner's digital presence in China, boosting brand awareness by tailoring communication to the Chinese market.
The Brief
Paulaner, a renowned German beer brand, encounters fierce competition in the Chinese market from local and international brands. To achieve significant growth in China, it must create a localized USP and tailor its brand core to resonate with Chinese consumers through local content.
The Implementation
We created a marketing plan to boost the brand’s presence in China and establish it as a German wheat beer. The plan included activities on WeChat, Weibo, and other platforms. Using FC Bayern‘s reputation and fan base, we ran a partner activation campaign called Fan Dream to attract users and enhance Paulaner’s brand recognition and awareness.
