Hoegaarden China and McCann Shanghai partner up to turn Covid swab-testing booths into beer-tasting booths

Hoegaarden China has partnered with McCann Shanghai to transform six Covid swab-testing booths in Shanghai into the brand’s new flavour tasting booths.

This comes as the brand realises swab tests have become a daily routine for citizens in China since the pandemic. Fortunately, with the easing of pandemic restrictions, the testing booths are no longer necessary, therefore the partnership came up with the idea of revamping the swab-testing booths to revitalise the city.

Along with the theme "Take a sip of sweetness and enjoy the Belgian spring", the campaign also highlights the unique taste of Hoegaarden’s three new fruit flavours- sweet but not too sweet, refreshing and not too cool.

The revamp details of the Hoegaarden tasting booths are full of ingenuity – wild flowers and plants grow naturally in unmanned places, and the testing booths are designed with long plants reborn from the ground, vine branches and leaves even protrude from the plastic circular window, layered on the outside of the booth, fluttering with the wind.

In addition, Hoegaarden’s various brand elements are incorporated everywhere in the design of the booth. The poppy is the national flower of Belgium, whilst the hexagonal beer glass is derived from the 600-year heritage of Hoegaarden, whose white beer is the only product in history that has won six gold medals in the Beer World Cup.

Despite the orderly lines in front of the booths, people can now enjoy a glass of Hoegaarden fruit beer and a flower blooming in a test tube. This contrasts starkly with the pandemic days, giving people a chance to relax and unwind with Hoegaarden and enjoy the rejuvenating sense of spring.

Commenting on the revamp, How Chu, executive creative director of McCann Shanghai, said: “The pandemic stole our social gatherings and our laughter; however, humans are optimistic animals. It’s a relief that we have finally defeated Covid-19 after a long battle. We are hoping to encourage everybody to come have a good drink with Hoegaarden to celebrate.”

MARKETING-INTERACTIVE has reached out to McCann Shanghai for more information. 

This is not the first occasion McCann Shanghai has shown its capability in delivering creative campaigns. Back in December last year, General Motors (GM) collaborated with McCann Shanghai to unveil two sci-fi themed campaigns featuring Ultium, a game-changing electric vehicle platform that runs the company’s electric vehicle (EV).

The Ultium Platform is the heart of an EV. It is designed to be flexible and modular, and the engineering has the ability to make just about any vehicle GM produces today an electric model, powering the vehicle’s performance, safety and driving experience, according to the release.

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