Budweiser's renewal bottle boosts Chinese New Year spirit

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.

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.

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 the metrics, the campaign fostered optimism and unity, bolstering consumer confidence at a pivotal moment.

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.