In January 2024, San Miguel Guandong Brewery Co. Ltd. (SMGB) launched its Chinese New Year (CNY)-themed campaign supported by a merchandising drive in 995 outlets and lucky draw promotions in 36 outlets under the festive theme “Share San Miguel, Share the Red Luck!”. The festive outlet merchandising, adorned with elements of Chinese New Year celebrations, has been well-received by outlet owners. By the end of February, over 1,000 outlets successfully completed the merchandising activity, featuring 100 product stacking displays. Simultaneously, a consumer lucky draw promotion was conducted in 80 outlets, with three lucky winners from Taishan, Dongguan, and Shenzhen each receiving a prized 24K gold “Dragon” medal valued at 3,100 yuan.
Additionally, a set of vibrant electronic CNY posters was shared on the WeChat Moments platform. These posters, also shared by SMGB staff, conveyed heartfelt New Year wishes to their families, friends, and esteemed partners. Within three days, the WeChat Moments were flooded with numerous likes and shares.
Through this series of CNY brand promotion campaigns, the company expects to enhance the awareness of the San Miguel brands, as well as deepen connections with trade partners and consumers.
