McCann Worldgroup and Hoegaarden turn capybaras into stress-busting therapy in China

In a beer market dominated by high-energy celebrity endorsements, McCann Worldgroup is taking Hoegaarden in a different direction. The agency has rolled out ‘Capybarapy’, a new tactile campaign designed to bring a moment of Zen to China’s stressed-out youth by inviting them to stroke the posterior of a Capybara.

With workplace burnout and societal pressure at an all-time high, McCann Worldgroup identified that young consumers weren’t craving another high-octane party beer; they were craving relief. Building on the viral rise of the Capybara – often hailed as the “Zen Master” of the animal kingdom – they translated Hoegaarden’s unwinding, fruity notes into a physical, real-world interaction, bringing the brand’s “effortless and natural” ethos to life through immersive offline experiences.

A fun highlight of the campaign is a custom-built arcade machine that has already seen queues forming around city blocks. Unlike traditional games that use joysticks, this machine is 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.

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 enjoy the tactile therapy of stroking a Capybara while sipping a chilled Hoegaarden at home.

The campaign is also supported by ambient executions like subway escalators and in-store installations at 7-11, and is running through November and December across Beijing, Shanghai and Chengdu. Other cities are covered through channel-based promotions.

“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 realized 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.”

Campaign highlights
• Zero Celebrity Spend: In a break from industry norms, the campaign utilizes no human celebrities, relying entirely on the charisma of the Brazilian rodent.
• Tactile Gaming: A proprietary fur material that recreates the density of Capybara fur was applied to a unique arcade interface, built using custom pressure sensors as its control input.
• Consumer Contest: Fans who share their #Capybarapy sessions on social media stand a chance to win exclusive fur-themed memorabilia.