Ad Nut
Jun 7, 2019

R/GA Shanghai brings in kickass cat to fight for scrappy craft beer brand

Louie, the new face of Boxing Cat Beer, scores a knockout against bland branding

In China, craft beer sales command only 1% of the market compared to roughly 14% globally. Market surveys showed younger beer drinkers equated craft beer as expensive with a heavy taste.  Battling those barriers, then, smaller craft brands have to scratch and claw their way to getting noticed.

How better to win that street fight then with a fearless feline superhero in your corner.

Enter Louie, the kickass cat. 

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