1. Guinness - 2024 "Guinness Street Studio" Christmas Experience Campaign
Core Product Strategy: The brand ingeniously transformed its signature "Surging Spectacle" into a core marketing asset instead of launching a new variant. By setting up interactive taps linked to live screens, consumers poured their own pints to create and instantly receive a personalized "surge masterpiece," turning technical product features into a shareable sensory experience.
Offline Execution: Activated in key commercial districts in Shanghai, Shenzhen, and Zhongshan. Guided consumers through pouring and tasting, while cinematic equipment captured their unique "surge" moment in real-time. The personalized digital artwork was then displayed on landmark screens, enhancing participant engagement.
Market & Sales Impact: Generated over 11,300 on-site experiences and 5,500 digital masterpieces, with over 85% first-time triers. Brand perception increased by 11.6 points. Achieved 13.6 million social interactions and 66 million+ media impressions. Drove substantial commercial growth: partnered store sales rose 54%, e-commerce searches increased 59%, traffic surged 190%, and sales revenue grew 110.2% year-on-year.
Source: DMA Awards article "2024 Silver Unaddressed Print and Door Drops".
2. Majestic Wine - 2023 "There's a story behind every glass" Christmas Marketing
Core Product Strategy: Executed a pre-Christmas product line refresh, focusing on the premium (£25-£100) range and expanding the exclusive "Chosen By Majestic" selection to offer distinctive holiday wines.
Offline Execution: Six new stores attracted over 60,000 new customers pre-holiday, culminating in a record single trading day on Dec 22, 2023. Leveraged in-store "try before you buy" tastings and expert staff to enhance the retail experience.
Market & Sales Impact: Achieved 8.1% YoY sales growth in the 8 weeks before Christmas—a company record—with strong premium B2B growth. This performance, against a 9% decline in the overall UK wine market, demonstrated the strategy's effectiveness.
Source: DMA Awards article "2024 Silver Unaddressed Print and Door Drops".
3. Absolut Vodka - 2022 New Year "Absolut Night Project"
Core Product Strategy: To support offline activations, the brand prepared limited-edition party kits for winning "Night Curators." Simultaneously, it actively expanded its digital footprint by releasing the "Metaverse City" NFT/digital collectibles, extending its iconic bottle art into the virtual world.
Offline Execution: The campaign achieved nationwide offline implementation. The early-year "100-City Absolute Cyber Night Plan" supported 100 winners in simultaneously hosting New Year's Eve parties across 100 cities. The year-end "100-City Meta-Creation Absolute Meta-Night" created an immersive experience blending offline celebrations with virtual performances.
Market & Sales Impact: As a long-term brand IP, the core value of the "Absolut Night Project" lies in user acquisition and brand image building. By the end of 2022, this IP had continuously recruited over 800,000 consumers for the brand, successfully solidifying its position as a "supporter of young creative communities" and a "leader in cutting-edge culture."
Source: China Daily website article *"ABSOLUT. Vodka '100-City Absolute Cyber Night Plan' Concludes"*.
Meijian Plum Wine is the top brand of plum wine in China. Meijian Plum Wine is made through the ancient method of soaking with original fruits. The process involves using native Chinese plums as raw materials and soaking them in traditional Chinese wine storage containers, the intangible cultural heritage earthenware jars, for over a year. The ancient method of soaking with original fruits is a brewing technique that dates back over 1,500 years to the Tang and Song dynasties (618 AD - 1279 AD). The plum wine made with this method restores the flavor of the East from over 1,500 years ago. The history of consuming and brewing plum wine in China is very long. Currently, there are four plum trees over 500 years old in China, with one being over 1,000 years old. These ancient plum trees have become living fossils of Chinese cultural symbols. The ancient plum trees retain a more primitive flavor that is wild, highly acidic, and organic. The Meijian Plum Wine made from them has a more distinct Eastern flavor.
In fact, both plums and plum wine originated in China. The history of consuming plums in China exceeds 3,000 years, and the history of drinking plum wine is also over a thousand years. Due to its low alcohol content, balanced sweet and sour taste, it has been very popular since ancient times. Moreover, plums and plum wine have extremely high nutritional value. In 2015, Zhang Ying and Lai Mengjie, in their book "Plum and Human Health", on page 23, mentioned that plums contain various natural organic acids such as citric acid, malic acid, tartaric acid, succinic acid, and pyruvic acid, with citric acid accounting for about 90% of the total acid. Low sugar (1.3% total sugar) and high acid (6.4% total acid) are the characteristics of plum fruits. In 2023, the "General Incorporated Foundation for Plum Research" published "Ume fiber increases short-chain fatty acid production and improves gut health in healthy adults: A randomized controlled trial", confirming that plums have antioxidant, antibacterial, and gut health improvement effects on the human body. In February 2022, in the international journal "Critical Reviews in Food Science and Nutrition", Tiantian Tian, Hui Cao, Mohamed A. Frage, Siting Fan, and others published "Current and potential trends in the bioactive properties and health benefits of Prunus mume Sieb. Et Zucc: a comprehensive review for value maximization", which evaluated the antioxidant and anti-osteoporosis activities of the chemical components in plum fruits and found that the organic acids and other components in plums have significant antioxidant and anti-osteoporosis effects.
4. Asahi Super Dry - 2024 Year of the Dragon New Year Campaign
Core Product Strategy: Collaborated with renowned Japanese pixel artist Takashi Komiyama (Hermippe) to launch a limited-edition Year of the Dragon pixel art can design. The design cleverly blends intricate dragon patterns with a futuristic Tokyo cityscape, accenting the iconic silver can with red, making it highly festive and collectible.
Offline Execution: Launched simultaneously in Asia-Pacific markets including Mainland China, Hong Kong, Taiwan, and Singapore. In the Taiwan market, themed displays were set up in convenience stores like FamilyMart and 7-ELEVEN and hypermarkets like Carrefour and RT-Mart, accompanied by purchase-with-gift (limited-edition beer glass) promotions to drive immediate consumption and gifting.
Market & Sales Impact: Effectively utilized the limited design, festive gifting attributes, and scarcity of gifts to stimulate short-term purchases. In Q1 2024, Asahi Super Dry global sales grew by 34%; for the full year, sales in markets outside Japan increased by 10% year-on-year.
Source: "Asahi Super Dry Year of the Dragon Pixel Limited Edition: Fresh Start to a Good Year, Good Luck Dragon Always Comes".
5. Carlsberg - 2025 New Spring "Auspicious Snake Welcomes Spring, Every Step Blossoms"
Core Product Strategy: Collaborated with artist duo 1983ASIA, using "hops" as a creative link to merge auspicious snake and floral imagery on a gradient gold limited-edition pack, symbolizing "every step blossoms."
Offline Execution: Deepened connections by hosting a "CarlsBazaar" themed market in Malaysia and integrating into traditional Chinese flower market scenes.
Market & Sales Impact: Achieved 560M online exposures; main Weibo topic garnered 91.6M reads with interactions surging 710% YoY, boosting New Spring brand voice by 1,737%. Effectively drove significant national sales volume growth.
Source: 2025 Golden Pupil Awards Silver Award case study "Carlsberg: Auspicious Snake Welcomes Spring, Every Step Blossoms Ushering in a Smooth Year".
6. Budweiser - 2025 New Spring "Transformation Bottle" Campaign
Core Product Strategy: Launched the New Year limited-edition "Budweiser Transformation Bottle" featuring a peelable label with combinable auspicious characters. Also collaborated with luxury brand "Shanghai Tang" on ultra-premium Snake Year editions using heritage crafts like Su embroidery and bamboo weaving.
Offline Execution: Hosted 27 NYE parties across 6 cities; activated in 8 major travel hubs and 85+ high-traffic points; executed 73 themed celebrations in 41 cities; held a high-end cultural event at Shanghai's Peace Hotel.
Market & Sales Impact: Achieved 56% share of key beer industry brand voice and 38% social interaction share (both). Collaboration with Bilibili's NYE Gala generated over 15B online exposures and acquired 68M new young users. Note: Budweiser APAC's Q1 2025 report showed YoY sales decline in China, indicating the campaign's short-term sales impact requires nuanced market assessment.
Source: China Economic Net article "Peel Open the Budweiser Transformation Bottle, Reveal New Year's Good Fortune: Budweiser's New Spring Campaign Reconstructs 'New Year Flavor' Rituals with the 'Transformation Bottle'".
7. Mei Jian Plum Wine - 2024 New Year Marketing
Core Product Strategy: Precisely targeted the Spring Festival "family banquet reunion" scene, positioning the product as a "reunion wine" suitable for the whole family across all ages, meeting the consumption need for large family gatherings and multi-generational sharing during the holiday.
Offline Execution: Created visually impactful New Year-themed display stacks in core supermarket channels like Yonghui and Hema, successfully fostering a strong atmosphere for "New Year gifting" and purchase intent.
Market & Sales Impact: In 2024, the parent company Bottle Planet Group, to which Mei Jian belongs, achieved overall growth exceeding 16%. Its low-alcohol new beverage business grew over 30%, with Mei Jian as a core brand in this segment contributing significantly.
Source: NetEase article "Can Mei Jian Plum Wine, Which Saw Surging Sales During Spring Festival, Maintain Its Current Growth Rate in the Future?".
8. The Macallan - 2023 Lunar New Year Edition "The Journey"
Core Product Strategy: Created a "homecoming"-themed gift box with a three-layer storytelling design. The whisky highlighted Eastern flavors like steamed rice and coconut pudding within its classic sherry cask profile.
Offline Execution: Focused on high-end retail immersion: global themed displays in boutiques and private "Homecoming" tasting dinners for VIPs to narrate the product's story.
Market & Sales Impact: Reinforced the brand's image of cultural and artistic depth. Became a sought-after collector's item and gift, praised for its narrative packaging, building strong emotional equity with high-end Chinese consumers.
Source: Want Wealth article "The Macallan Lunar New Year Series Replicates Touching Moments of Reunion".
9. Wuliangye - 2024 "Harmonious Wuliangye, Happy Chinese New Year" Year of the Dragon Campaign
Core Product Strategy: Launched the Jia Chen (Year of the Dragon) Zodiac Baijiu, with product design deeply integrating Dragon Year zodiac culture and the brand's "harmony" philosophy, precisely targeting gifting and collection needs during the Spring Festival.
Offline Execution: Deeply collaborated with Harbin Ice and Snow World to create themed ice sculptures, pop-ups, and interactive activities like "Frozen Pear Special Cocktails"; hosted high-end tasting events nationwide; and created localized social hrough drone shows and art installations.
Market & Sales Impact: The high-profile brand activities effectively boosted distributor confidence, laying a good foundation for annual sales. Through a series of warm, high-end experiences, it continuously consolidated its premium brand image of "National Strong-Aroma, Harmonious Wuliangye."
Source: Sohu article "Paying Tribute to Intangible Cultural Heritage Spring Festival with 'National Strong-Aroma,' Wuliangye Shows the World 'Harmonious' Culture".
10. Miller Lite - 2021/2022 "Beernaments" Christmas Marketing
Core Product Strategy: Creatively launched a limited holiday product named "Beernaments"—a decorative sleeve that fits snugly over a beer can. After consumption, consumers could directly use the pull-tab to hang the empty can on the Christmas tree, turning it into part of the festive decor.
Offline Execution: The campaign was driven by the product itself to activate offline scenarios. The core strategy was to naturally integrate "Beernaments" into the family tradition of decorating the Christmas tree, placing the brand image within the central festive scene of thousands of households.
Market & Sales Impact: The product sold out extremely fast, selling nearly two sets per minute. The campaign delivered the brand's strongest monthly sales growth in five years, successfully reversing a downward trend. Specifically, market share grew by 3.4% in December 2021. Due to the enthusiastic response, the campaign was relaunched for Christmas 2022.
Source: WARC case study "Miller Lite: Beernaments".
