Budweiser Chinese New Year 2022 Campaign Branding

Packaging and campaign design

Agency: Jones Knowles Ritchie Shanghai
Art Director: Siuming
Design: Duyi, Fancy Cai, Peggy Chen

The Spring Festival of 2022 is the third year since JKR proposed the “Budweiser wants you ‘red’” idea, exclusively used during the Spring Festival with an icon that features Budweiser's unique red color which no other beer brands in China can own.

Red is the color of good luck to the Chinese during new years and a natural representation of Budweiser. This year, JKR continued the "red" success based on the previous two years' record. The idea of a “Dancing Tiger” sits through all creative assets and is used as the main visual identity for packaging, advertising, and online to offline events.