This Chinese New Year, Budweiser’s newly launched limited-edition “Renewal Bottle” did more than sell beer—it sparked joy, revitalized local economies, and infused hope into the hearts of millions during China’s most cherished holiday season.

‘Shed the Baggage, Unlock the Renewal’

The "Renewal Bottle" gained noteworthy online traction across popular platforms in China such as Douyin, Bilibili, and Weibo. Content creators from diverse sectors like beverages, lifestyle, travel, and fashion crafted engaging narratives. Enthusiastic participation by young users further fueled its popularity as they explored inventive interactions with the "Renewal Bottle."

The numbers speak for themselves: Budweiser secured 56% of social buzz share of voice (SOV) among major beer brands and 38% of social engagement SOV—both of which are leading figures in the sector, solidifying its dominance in the sector. But beyond the metrics, the campaign tapped into something deeper—a collective yearning for renewal and hope.

Tapping into China’s Cultural Pulse: A Ritual for Renewal

Budweiser's "Renewal Bottle" transforms the simple act of opening a beer into a "renewal ritual." By peeling away the outer layer, consumers revealed one of six auspicious messages—“Prosperity”, “Abundance”, “Positivity”, “Wealth”, “Love”, and “Happiness”— which consumers can mix into personalized greetings like “Great Fortune” or “Boundless Love”.

Renewal Bottles featuring New Year blessings

Rooted in the Chinese New Year tradition of renewal, this design strikes a chord with consumers by offering a meaningful "renewal ritual" that serves as a tangible symbol of renewal, particularly poignant at the end of a year marked by uncertainty. It wasn’t just a product—it was an experience, a moment of hope and connection.

Campaign Ignites Multi-Faceted Cultural Symphony

Over two months, Budweiser's campaign turned the "Renewal Bottle" into a cultural phenomenon, blending tradition and hope across three iconic New Year scenarios – New Year’s Eve, Spring Festival travel rush and family reunions.

On New Year’s Eve, Budweiser orchestrated a dazzling fusion of online and offline events to ring in 2025. Offline, Budweiser hosted 27 countdown parties across six cities, while its partnership with one of China’s top video platforms, Bilibili’s New Year’s Eve Gala featuring international artists captivated younger audiences.

Budweiser Storm Electronic Music Festival was staged in Guangzhou for New Year's Eve

The campaign’s reach soared higher with dazzling visuals, as the “Renewal Bottle” lit up the iconic landmarks in Guangzhou, Chengdu, Wuhan, Shenzhen, Fuzhou and Hangzhou, pulling in 6 million revelers as skylines blazed with celebration. These spectacles didn’t just entertain—they drew crowds to commercial hubs, injecting vitality into local night economies and creating lasting memories.

Budweiser’s Renewal Bottles Debuts at Chengdu Twin Towers and Hangzhou Qianjiang New City Light Show

During the Spring Festival travel rush, a massive pre-New Year movement. Budweiser’s renewal vibes hit the road with ads in eight major travel hubs and over 85 high-traffic spots nationwide. As millions traveled home, the message of hope accompanied them at every stop, further cementing the message of "farewell the past, embrace the renewal", creating a deeper brand connection.

Themed advertisements unveiled at high-traffic locations

The third scenario focused on family reunions during the holiday. The "Renewal Bottle" became a delightful topic, adding a ceremonial air to gatherings. Its engaging design sparked spontaneous user creativity, with social media entries surpassing 1.6 million through the “Shed for Renewal AIGC Challenge” on Douyin.

Rooted in China: Leveraging Local Insights for Emotional Impact

With 30 years of experience in China, Budweiser has adeptly combined global brand strength with local cultural understanding. The "Renewal Bottle" campaign exemplifies this expertise by meeting the collective emotional needs of Chinese consumers at a crucial time.

Lantern displays in the Yantai commercial district of Fuzhou

By centering on the straightforward yet significant act of "shedding the past," Budweiser sidestepped overly grand narratives to produce a campaign that resonates socially and emotionally. The result was a celebration that respected Chinese New Year traditions and underscored Budweiser's commitment to China's cultural and economic development.

The campaign may have ended, but its influence continues. The "Renewal Bottle" transcended a mere product launch; it became a cultural initiative that reimagined how brands connect deeply with consumers. By tapping into the universal aspirations for renewal and hope, Budweiser didn't just commemorate the New Year—it became integrated into the celebration.

The data cited is sourced from the third-party social media listening company.

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