Work of the Week: Paulaner Oktoberfest China

The popularity of Paulaner beer has always gone far beyond Munich’s city limits. As a global synonym for excellence in beer specialties from the Bavarian capital, Paulaner has repeatedly been able to claim its firm position as the No.1 Munich beer worldwide.

PBB Creative is Paulaner’s branding agency for China. This year, we have supported their brand positioning efforts by developing the claim “Good, Better, Paulaner” through a series of social media activations and advertising campaigns.

Our most recent effort has been to bring world famous Oktoberfest to the Maxmelim Hotel in Beijing, China as an offline and digital event to increase Paulaner brand awareness, brand engagement and beers sales. Developing the 2 weeks’ event developed around the thematic “You Never Prost Alone” we brought together a band, dancers, entertainers and games.

With the support of our partners Encore, Flow Creative and Lotus Communications, we successfully promoted the event and Paulaner brand across 15 relevant media reaching 1,800,000+ Views and increasing online brand engagement by 10x. This result in a traffic of more than 1300 guests and an increase of beers sales of 50%.

You Never Prost Alone!