NESTLÉ FRUITIPS LUCK-BRINGING CAMPAIGN

Moving beyond traditional promotions, this campaign strategically repositioned Fruitips by building unique cultural relevance for specific occasions. We identified two key cultural insights: the tradition of serving a candy box (全盒) during Chinese New Year and students' habit of eating candies for comfort and focus during examination periods.

Tapping into these moments, we crafted a compelling idea around the brand's Chinese name '能得利', which cleverly carries the dual meaning of 'Fruitips brings you luck", perfectly sync with the needs in both occasions. This simple yet powerful concept was brought to life through a series of fun, wacky, and unexpected films featuring a mix of popular celebrities. The campaigns generated significant market buzz, leading to widespread positive sentiment and increased engagement.

2016