Recently, I bought a bag of Chinese Lay’s new flavor chips which is named “Cherry Blossom Milk” (樱花牛乳味). It is a special promotion for this season only.
Personally, I don’t really like this new flavor chips because the taste is too milky. The strong taste make me feel sick. However, I do like the new pink design of the package. It looks like a sweet girl who has a romantic dream.
According to Euro Monitor research report, as the e-commerce gets more competitive in the global market, the impulsive consumption of consumers in the purchase of snacks between 2013 and 2017 showed a downward trend. Among them, the proportion of consumers who regularly purchase snacks has dropped from nearly 30% to nearly 23%.
How could a small bag of chips win customers’ heart back?
1. Build Unique Customer Experience: Create A Spring Story
In this spring season, Lay’s and UGG ran a special cross-promotion in Chinese market.
Lay’s launched a new collection for spring: Cherry Blossom Milk（樱花牛乳味）, Energy White Peach（元气白桃味）, and Unbeatable Raw Plum（制霸生梅味）. They main focused on bringing spring cherry experience to customers. They wanted customers to enjoy the smell of cherry as they are having chips.
Moreover, the new designs of the package also win customers’ heart. Visually, the design linked the spring festival cherry blossom and Japanese Aesthetics. It perfect met customers’ social needs because people love to share those pictures on social media.
This is a great way to promote brand via word-of-mouth. Especially, it is limited only. When customers saw those beautiful chips on social, they desired to buy one.
At the same time, UGG also launched limited gift set box which includes a new collection of Lay’s chips, cherry blossom beast key chain and fan.
Sakura Cherry Handbag
Cherry Milk Flavor Perfume
Cherry Blossom Sandals
All the product names match young customers’ needs. The names are lovely and unforgettable.
Both Lay’s and UGG wanted to build a romantic love story for all customers. They wish everyone can meet the right one in the spring and create unique love story.
2. Build Unique Customer Experience: Offline Art Exhibition
Brand exhibition is an effective way to let customers to know your brand story and product. For this special promotion, the Sakura Star Art Exhibition in Shanghai attracted many young people interests.
Instead of showing some arts, this art exhibition allowed people to interact with all the exhibition. For example, at the entrance, customers can see their personal welcome message on the water curtain. High-quality new digital technology presentations also delivered a great experience. Moreover, customers can not only see the cherry blossoms on the moon, but also can step on the petals and potato chips while they are walking.
Therefore, people loved to interactive with the art.This interactive experience were not only let customers enjoy the art, but also make them feel independence.
Overall, this cross-promotion made a huge success in Chinese market. On Jun 18th, the sales had broken millions in only five hours. The limited spring gift boxes were sold out in 24 hours.
No matter online or offline, Lay’s and UGG successful reached customers in integrated channels. They combined amazing products, great brand message, and unforgettable customer experience into an unique spring love story.
References:
https://www.digitaling.com/projects/59380.html
http://www.foodaily.com/market/show.php?itemid=19629