The World Cup is the golden season for the sales of beer. Breweries all compete to seize the long-waited opportunity to get stand out and get ahead.
While Harbin Beer is at a position to enjoy such privilege as the naming right for World Cup since its parent company is the official sponsor of the great event; Tsingtao Beer continued focus its promotion efforts on Hyun Dance Passion NBA Cheerleading Trials, and Heineken is pleased to ignite the enthusiasm of public with its “Heineken World Cup Table Football Match”.
Under such circumstances, comes the “Chinese Kung Fu” of Resources Snow! In the advertisement, the referee tosses out one ancient copper coin, which magically turns out to be a montage football match waged between ancient and modern Chinese people amid the falling snowflake. After ancient players in traditional gowns kick off the ball with a deep bow – a traditional way of greeting among ancient Chinese people, a group of modern players ran after it madly. Painted-face characters of Beijing Opera keep shouting anxiously. At the most critical moment, the heroic Door God deeply worshiped by Chinese people in Chinese culture jumps to prevent the ball from being shot into the goal. The spectators burst into cheerful acclaims……As each scene is changed amid the backdrop of falling green snowflakes in kaleidoscope, explained a member from Marketing Department of Resources Snow - “Our purpose is to make consumers associate those green snowflakes with our Snow Beer”.
This humorous advertisement unveils the advertisement campaign of Snow Beer in 2010, which would be soon followed by other equally impressive ones, with shared highlights of snowflake and Chinese elements.
The unique Chinese elements embedded in Resources Snow’s World Cup advertisements in fact echoes its strategy of taking deep root in China market. Resources Snow extends its empire in an amazing speed with acquisitions and newly established factories all the way since its foundation in 1994. By now, it boasts nearly 70 sole-funded and joint-venture breweries, accounting for 19.8% of China’s beer market share. During the South Africa World Cup, Snow Beer has launched an ad blitz on CCTV, with three fifteen-second-long advertisements aired in each match, and a total ad investment of 80 million Yuan.