Hoegaarden transforms Shanghai Covid-testing stations into tasting booths
As Spring blooms across Shanghai, Hoegaarden has transformed the cities Covid-testing stations into tasting booths in an experiential campaign.
Hoegaarden transforms covid testing booths into beer tasting booths in Shanghai
The campaign, which is promoting the Belgium beer brand’s new fruit flavours, will offer free beer and flowers to passers-by as part of its efforts to help the city celebrate the first Spring season since the pandemic.
The campaign, created by McCann Shanghai, will see Hoegaarden’s tasting booths, “Tuinen Van Hoegaarden”, transform six former Covid swab-testing booths.
Visiting these booths, which are still scattered around the city, became a regular routine for Shanghai citizens, who were required to obtain negative tests to gain access to public spaces under China’s zero Covid policy.
Advertisement
The booths have been revamped using plants and vines, while the test tubes, which previously housed Covid samples, now bloom with flowers. Visitors can sample a glass of Hoegaarden fruit beer as well as receive a flower blooming in a test tube.
How Chu, executive creative director of McCann Shanghai says, "The pandemic stole our social gatherings and our laughter, however, humans are optimistic animals. It’s a relief that we have finally defeated Covid-19 after a long battle. So, for the first Spring after the pandemic, we are hoping to encourage everybody to come have a good drink with Hoegaarden to celebrate.”
