Hsu Fu Chi: Chinese New Year Memory Train

HsuFuChi, a candy brand, used the nostalgic power of music to recapture relevance in China.

Campaign details

Brand: HsuFuChiBrand owner: NestléEntrant company: Mindshare China, ShanghaiMarket: ChinaSector: ConfectioneryMedia channels: Mobile & apps, Radio & audio, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

HsuFuChi is a traditional Chinese candy brand that has been a gifting staple during Chinese New Year. But with electronic red packets (envelopes with money) becoming a more preferred gifting option, the brand is losing relevance in this crucial occasion.

HsuFuChi used the nostalgic power of music to recapture relevance. It integrated into NetEase, one of the most...

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