Hoegaarden’s ‘Capybarapy’ campaign brings a chill brew experience to China

Belgian brewer Hoegaarden has launched a stress-relief campaign in Greater China, centred on a tactile brand experience inspired by the capybara, the internet's beloved chill icon, often hailed as the "Zen master" of the animal kingdom.

Known as "Capybarapy," the campaign aligns with the growing trend among young consumers for relaxation-focused experiences, moving away from the high-energy party associations traditionally linked to beer.

Done in collaboration with creative agency McCann Worldgroup, Hoegaarden has translated its signature unwinding, fruity flavour profile into tangible real-world interactions, aiming to deliver moments of calm to China's youth by inviting them to stroke the posterior of a capybara.

A fun highlight of the campaign is a custom-built arcade machine controlled entirely by a hyper-realistic, furry recreation of a capybara's hindquarters.

Players start the game by first purchasing a Hoegaarden and must stroke the controller in rhythm with on-screen prompts to "smooth away" stress.

The experience is designed to translate Hoegaarden's relaxing, fruity notes into a physical moment of calm, cutting through a market crowded with high-energy celebrity endorsements.

To ensure the calming effects of "Capybarapy" reach beyond the bars, Hoegaarden has also released various limited-edition, furry merchandise.

These items mimic the texture of the arcade controller, allowing consumers to experience the tactile therapy of stroking a capybara while sipping a chilled Hoegaarden at home.

Meanwhile, the campaign is supported by ambient activations such as subway escalator ads and in-store installations at 7-Eleven, and is running through November and December across Beijing, Shanghai, and Chengdu. Other cities are covered through channel-based promotions.

To enhance visibility, fans who share their #Capybarapy sessions on social media stand a chance to win exclusive fur-themed memorabilia.

"We know that Hoegaarden is the perfect 'antidote' to a stressful day, but in a noisy market, simply saying that isn't enough,' said a Hoegaarden representative. “We saw the internet's obsession with the stoic, calm nature of the Capybara and realised we could offer people the one thing they couldn't get through a screen: the feeling of touching one. 'Capybarapy' is a little unexpected, yes, but it delivers on our brand promise of relaxation in the most direct, physical way possible." 

"We love the zaniness of Capybarapy, whilst also making perfect sense for a brand rooted in nature and relaxing vibes. We listened to what our audience was asking for and delivered it in an out-of-box experience to cut through in a category obsessed with celebrity and idols," said Arthur Tsang, chief creative officer at McCann Greater China. "It’s social by nature, a unique brand experience, salience driving and most importantly…fun! Our industry needs more things like this." 

MARKETING-INTERACTIVE has reached out to Hoegaarden for more questions.

Don't miss: The Park Lane HK elevates culinary experience with Hoegaarden partnership

Back in September, Hoegaarden Beer joined forces with the Park Lane Hong Kong, Autograph Collection to offer an exclusive afternoon tea at its restaurant, Ebb & Flow, as part of its latest brand partnership initiative.

The partnership targeted young professionals and millennials interested in unique dining experiences, beer enthusiasts who appreciate craft beverages, tourists seeking memorable experiences in the city, and residents looking for upscale leisure activities.

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