This year-end video conference sets the goal for 2008 marketing strategies in the US: expanding “The Great Beer of China” into upscale and mainstream supermarkets and fashionable restaurants – or, in the words of marketing manager Tom Willet, from “Chinatown to downtown.”
To make Tsingtao Beer thrust its way forwards and make deep inroads into the US mainstream markets, the team at CI has decide to experiment with a new idea: Food Pairing Campaign. The idea has two contents: one is to bundle the beer with other kind(s) of food or consumption occasions. The other one is to pair up with mainstream US retailers and eateries to push the products to the US consumers. The food pairing campaign is not only a way of renewing brand image of TTB, but also creating more consumption occasions.