What we did
Paulaner is one of the most successful traditional Bavarian German beer brands with breweries established in 1634 in Munich. Paulaner has been distributing beer in China for over 20 years. Facing increasing competition from other international brands as well as local craft breweries, Paulaner needed to establish a premium positioning that could attract upper-middle class Chinese drinkers aged 32-45 years old. After careful researching consumers, channels and Paulaner’s key brand assets, PBB established the claim “Good, Better, Paulaner” for the Chinese market. PBB developed a brand strategy and key visual to be used across media for marketing campaigns, events and POS materials. This “big idea” has been executed across digital, on-trade and off-trade campaigns such as the 2018 World Cup, Oktoberfest and Mid-Autumn Festival.