---
title: "Tsingtao Beer Launches Van Gogh Commemorative Cans: What Does Brand Co-Branding with IP Require?"
description: "Tsingtao Beer recently launched the \"Encounter\" Vincent van Gogh World Art Master Commemorative Cans on its official flagship store, featuring three classic van Gogh works—\"The Starry Night,\" \"Sunflowers,\" and \"Wheatfield with Cypresses\"—on the cans of its full-wheat white beer. The article explores how beer brands can innovate through IP collaborations, using this case to discuss the necessary conditions for successful brand-IP partnerships."
author: "李青林"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2020-01-09"
categories: "Brand Marketing, Consumer & Categories"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/XZYEa4_p2SG_-D4bexQPRw"
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citation: "李青林. “Tsingtao Beer Launches Van Gogh Commemorative Cans: What Does Brand Co-Branding with IP Require?.” New Distribution, 2020-01-09. https://xinjignxiao.com/en/articles/tsingtao-beer-launches-van-gogh-commemorative-cans-what-does-brand-co-br-3dd0dbba/"
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# Tsingtao Beer Launches Van Gogh Commemorative Cans: What Does Brand Co-Branding with IP Require?

> Tsingtao Beer recently launched the "Encounter" Vincent van Gogh World Art Master Commemorative Cans on its official flagship store, featuring three classic van Gogh works—"The Starry Night," "Sunflowers," and "Wheatfield with Cypresses"—on the cans of its full-wheat white beer. The article explores how beer brands can innovate through IP collaborations, using this case to discuss the necessary conditions for successful brand-IP partnerships.

Tsingtao Beer recently launched the "Encounter" Vincent van Gogh World Art Master Commemorative Cans on its official flagship store, presenting three classic van Gogh works—"The Starry Night," "Sunflowers," and "Wheatfield with Cypresses"—on the cans of its full-wheat white beer.

**-01- Beer Meets Masterpieces: How Can It Be Played?**

This is a high-end limited edition collector's can created by Tsingtao Full-Wheat White Beer in collaboration with the Van Gogh super IP. The three classic van Gogh paintings are perfectly combined with 330ml digital cans, delivering a visual impact to consumers. Using VR technology, it creates a panoramic van Gogh world for consumers. The van Gogh works are integrated with three scenarios: family gatherings, friend parties, and romantic dates. By scanning the QR code on the image, consumers can access the online purchase channel.

Van Gogh was a lonely person who lacked friends and was not good at expressing himself, yet he longed for someone to understand him. From his works, we can see his inner lonely world; he wanted to express his true thoughts through his paintings. Beer, as a medium for emotional expression, inherently has social attributes. For those who are not articulate, beer is the best way to communicate.

On this basis, the Full-Wheat White Beer Van Gogh can introduces a message function and a whisper function. Consumers can express their true inner words through messages and whispers in the scenes, and share them with others by forwarding.

**This is a beer that can speak, providing a medium for those who dare not express themselves, are sensitive and fragile, are trapped in social interactions, or suffer from extroverted loneliness to express their emotional appeals.**

In addition to online channels, this product will also gradually land offline. Leveraging Tsingtao Beer's brand power and the influence of van Gogh's paintings, the launch of this Van Gogh co-branded edition can bring new traffic and sales to Full-Wheat White Beer, while enhancing its brand tone.

**-02- The Source of Innovation for Beer Brands Comes from Within the Enterprise**

The Encounter Van Gogh series is another innovation by Tsingtao Beer's Innovation Marketing Division. In recent years, with intensified channel competition in the beer industry and the context of consumption upgrading, beer companies have been exploring new paths. Besides deepening channel cultivation and focusing on online efforts, it is rare to see other innovative marketing moves. This time, Tsingtao Beer adopted a combination with the currently popular cultural and creative IP marketing, taking a different approach to attract young consumers and enhance brand power. While driving traffic to Full-Wheat White Beer, it showcases the high-end image of Full-Wheat White Beer through a world-class IP like Van Gogh, effectively enhancing its influence. At the same time, Tsingtao Beer uses new technology to link consumers with the product, effectively increasing consumer loyalty to the brand and helping boost product sales.

To improve competitiveness and respond to a volatile market, beer companies must innovate from within, both in product and marketing. Product power is the core of corporate competitiveness; good products bring sales and word-of-mouth. Marketing power attracts new traffic for the product.

Tsingtao Beer's Van Gogh co-branded can provides ideas for beer brand IP marketing. Depending on the tone of different beer brands, they may spark more sparks with different IPs, cultural and creative products, or cross-border brands.

**-03- What Does Brand Co-Branding with IP Require?**

In recent years, IP marketing has become a common marketing method in the FMCG industry. Brands such as White Rabbit, Daoxiangcun, Tsingtao Beer, Pechoin, and RIO have collaborated with IPs to create multiple hit products.

The main purpose of brand-IP co-branding is to attract traffic, increase brand awareness, and attract young consumers. Brands need to leverage IP to increase product exposure, while IPs also need to spread cultural concepts to more people through the circulation of goods. Through co-branding activities, both the brand and the IP can achieve traffic growth and economic benefits, gain huge exposure, and enhance brand competitiveness.

**1. Equivalent Brand Influence**

IP is not a panacea. The combination of brand and IP requires both parties to have equally strong brand influence. Tsingtao Beer, as a century-old brand, not only holds a leading position in the Chinese beer market but also reaches many countries and regions worldwide. Similarly, as a post-impressionist painter, Van Gogh's personal and work influence is world-class.

Therefore, Tsingtao Beer and Van Gogh represent a strong-strong IP marketing collaboration. Both parties can attract more fans, convert more traffic, and also help Tsingtao Beer screen out a group of high-end users.

If the brand's own influence is weaker than the IP, the product will be overshadowed by the IP's halo, causing consumers to ignore the brand's existence. For example, Peppa Pig, which was popular in 2018, was combined with many second- and third-tier brands hoping to enhance their brand image through Peppa Pig's influence.

But in the end, Peppa Pig IP became more and more popular, while most brands that collaborated with Peppa Pig IP ended up as cannon fodder.

**2. Excellent Product Power**

In addition to brand influence, product power matters: whether the product tastes good, whether the quality is good, and whether it can generate repurchase desire. This is what brand owners need to do. Take Tsingtao Beer: besides its brand awareness, its Full-Wheat White Beer is loved by consumers for its low alcohol content and good taste, and the product itself has a certain fan base.

If your product is not tasty or useful, even a collaboration with an IP will not make consumers approve of the product.

**3. Matching Marketing Power**

In addition to brand power and product power, after the brand and IP co-brand, they need to provide matching marketing power to connect the creative product with consumers. Tsingtao Beer's Van Gogh can uses VR technology to create an immersive panoramic experience store for consumers, and through the whisper and message functions, it deeply engages with consumers, providing continuous fission capability for product dissemination.

Without matching marketing power, even if a good product and a good IP are perfectly integrated, it cannot spread quickly or deeply integrate with consumers.

Therefore, before co-branding with an IP, a brand must first examine itself to see what level its brand, product, and marketing are at.

It can be said that Tsingtao Beer's Van Gogh can is successful: it closely connects the product with consumers through famous paintings, VR scenes, and product links, using famous paintings to attract traffic, VR scenes to increase interaction, and product links to improve conversion rates, fully combining consumer mindshare with purchase desire.

**Special Comment by Wang Jun, Industry Expert at New Distribution:** As the planning consultant for Tsingtao Beer's Van Gogh IP can project, Mr. Wang Jun provided his interpretation of this Tsingtao Beer Van Gogh IP can.

**1. Tsingtao Beer × Van Gogh: What Wonderful Chemical Reactions Can They Produce?**

How to select and match a good product with a good IP to produce the most wonderful chemical reaction, achieving win-win for both, is the greatest value and charm of brand-IP co-branded products. Tsingtao Beer, as a century-old brand, is deeply loved by consumers. Similarly, beer, as an imported product, has developed over many years into a major category in China, with intense competition among beer brands. Whether it's sports sponsorship or celebrity endorsement, these are the main ways beer brands compete. This time, Tsingtao Beer chose to combine with the world-famous Van Gogh paintings, which will produce wonderful chemical reactions.

First, such a special customized edition gives consumers who love Tsingtao Beer more reasons to choose. It brings Van Gogh's works into intimate contact with more consumers through the product as a carrier. This not only reflects great individuality in product packaging but also allows such great art to come into contact with more people through product packaging. Second, consumers who know Van Gogh's works will also have more emotional appeal for this product.

**2. IP Commercialization Is Brand Marketing and a Bridge to Connect with Consumer Minds**

A good IP marketing can make consumers' eyes light up. Not only does the love for the paintings give the product more distinct characteristics, but it also allows consumers to resonate emotionally.

Each of Van Gogh's three classic works carries a lot of emotion. When consumers see such visually impactful works, they can feel the power behind Van Gogh's brushstrokes. When displayed through product packaging, it can create an emotional connection with consumers.

This implicit emotional connection allows consumers to resonate with the brand. Through such IP integration, it can infect users who love Van Gogh's works, allowing consumers to have more emotional resonance with the brand. Therefore, this IP co-branding method can create an intersection between Tsingtao Beer fans and Van Gogh fans.

So, IP commercialization is brand marketing, and it is also a bridge to connect with consumer minds.

**3. How Can Brand Owners Play IP Marketing Well?**

How brand owners can play IP-based brand marketing well is actually a very systematic topic. For Chinese brands, 2019 is the year of the "China Chic" trend. We see a large number of traditional brands reshaping their own IPs with a China Chic coat, and at the same time, they are doing cross-border co-branding with various brands to jointly shape the new China Chic of traditional brands. This is a very good co-branding method.

In addition, traditional brands also make extensive use of the hottest IPs to empower themselves, attracting IP fan traffic and producing a "love me, love my dog" effect. Especially animation and film-related products are prevalent and are very popular among brand owners.

Besides mining their own IP potential or making co-branded products with other IPs, there is also the option of creating original IPs, such as the former Haier Brothers or the current Three Squirrels. Although the process is long, once established, there will be a strong IP image and intellectual property. It can even develop more derivatives and expand the marketing production line.

In addition to the Van Gogh co-branded commemorative cans, Tsingtao Beer will also collaborate with more excellent cultural and creative works in the future. At the same time, Tsingtao Beer uses the QR code on the bottle and new VR technology to bring offline traffic online. With the continuous advancement of technology, printing and packaging itself will give brands more value, allowing products to interact with consumers through QR codes and even various marks on the packaging.

Tsingtao Beer's use of VR interaction this time can introduce new storylines and links, making the IP itself a window to connect more traffic, the stories behind the brand, and more products. As technology matures, it can even be opened to third parties in the future as a new entry point for consumer links, which is also a future trend.

Tsingtao Beer's launch of the Van Gogh co-branded commemorative can makes the century-old brand trendier, more personalized, and more artistic, matching more different consumers through Van Gogh. Through diversified IP marketing methods, the brand can go deeper into consumers' hearts and get closer to consumers.

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## Citation metadata

- Publisher: New Distribution
- Author: 李青林
- Published: 2020-01-09
- Canonical: https://xinjignxiao.com/en/articles/tsingtao-beer-launches-van-gogh-commemorative-cans-what-does-brand-co-br-3dd0dbba/
- Original source: https://mp.weixin.qq.com/s/XZYEa4_p2SG_-D4bexQPRw

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