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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Carabao targets Chinese men with quirky green energy burst campaigns

Carabao, the energy drink brand, is promoting the “green energy” burst people experience after drinking the product in a campaign targeting Chinese men.

The campaign, which was created by BBH China, showcases the benefits of the energy that drinkers experience from the product in a series of quirky executions. The ads depict young men in everyday situations, such as the office or in the crowd at a sports event, who capitalise on the extra energy from the drink.

The integrated campaign is targeting men aged 18 to 35 years, with a series of TV, online, print, point-of-sale and social executions, which will run until the end of the year.

Carabao, which is a global energy drink brand, is looking to grow its market share in China’s competitive and crowded drinks market. The brand launched into the China market in 2017 and appointed BBH China earlier this year.

Arthur Tsang, chief creative officer, BBH China, said, “As a newcomer to the market we need a campaign that is telegraphic and cuts through the very cluttered drinks category – to punch above our weight. Our execution focuses on humour and a refreshingly different look at energy drinks and performance.”

A Carabao China spokesperson said, “We strongly believe there is an opportunity to broaden the appeal of energy drinks in the Chinese market. Carabao with its “green energy” has all the right ingredients to offer to savvy Chinese consumers who lead stressful and busy lives and are looking for a great tasting energy boost.”

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