Carabao looks to cut through drinks marketing clutter in bid to make mark in China

Energy drink Carabao is looking to gain a firmer foothold in China through a campaign created by BBH China that aims to cut through the “very cluttered drinks category”.

The agency, which was appointed by Carabao earlier this year, said it has moved away from the category’s extreme sports marketing in a bid to become more relevant.

It said real life situations and relatable characters have been created to “to engage consumers and to highlight the benefits of consuming the energy drink”.

TV ads, targeted at men between the ages 18 and 35, feature the tagline ‘Green Energy. More than you can imagine”, a reference to the guarana ingredient contained in the drink.

A Carabao China spokesperson said: “We strongly believe there is an opportunity to broaden the appeal of energy drinks in the Chinese market. Carabao with its “green energy” has all the right ingredients to offer to savvy Chinese consumers who lead stressful and busy lives and are looking for a great tasting energy boost.”

BBH China chief creative officer Arthur Tsang added:  “As a newcomer to the market we need a campaign that is telegraphic and cuts through the very cluttered drinks category – to punch above our weight.

“Our execution focuses on humour and a refreshingly different look at energy drinks and performance.”

The campaign will be in market until the end of 2018.


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