Skittles
Wrigley China is the largest confectionery company as well as
the largest chewing gum manufacturer in China. Wrigley Confectionery (China)
Limited and Wrigley Confectionery (Shanghai) Limited are 2 legal entities
wholly owned by the Wrigley Company, registered in China in 1989 and 2001
respectively. Currently, Wrigley has 3 factories in China. Skittles is one of
the most popular brands in china owned by the Wrigley.
Target
Market: 13- 17, Gender Agnostic Teens, Who frequently consume macro snacks
NIKE
China’s
athletes are full of ambition. They challenge themselves and always seek out
inspirations to make themselves better athletes. Over the years, Nike has launched a number
of campaigns, special products and athlete tours in China that provide personal
interaction and introduce unique innovation for consumers. From recently
executing the Nike Human Race to
the Manchester United tour, Nike is
focused on providing consumers with authentic and inspirational experiences
through sport.
Nike
swung into action even before most Chinese knew they had a new hero. The moment
hurdler Liu Xiang became the country's first Olympic medalist in a short-distance
speed event--he claimed the gold with a new Olympic record in the 110-m hurdles
on Aug. 28--Nike launched a television advertisement http://www.youtube.com/watch?v=5kUPHg-47ks
Furthermore In China showing Liu destroying the field and superimposed a series
of questions designed to set nationalistic teeth on edge. "Asians lack
muscle?" asked one. "Asians lack the will to win?" Then came the
kicker, as Liu raised his arms above the trademark Swoosh on his shoulder:
"Stereotypes are made to be broken." It was an instant success.
"Nike understands why Chinese are proud," says Li Yao, a weekend
player at Swoosh-bedecked basketball courts near Beijing's Tiananmen Square.
The
Skittles campaign depicts a world of unpredictable experiences, giving familiar
and mundane situations a twist. The television commercial features a naughty
boy on the bus, making fun of a girl by messing with her long pigtail. Yet, the
pigtail comes alive and teaches the boy a lesson with its skillful kung-fu
moves.
In
addition to the TVC, the Skittles campaign is supported with activation
launched on 'Singles Day', a Chinese pop culture holiday on November 11 that is
celebrated by those who are still living the single life.
For
instance, in basketball NIKE completed athlete tours with top Nike players such as LeBron James,
Kobe Bryant and the Jordan Brand’s Chris Paul. LeBron, Kobe and Chris all
traveled to China in the summer of 2009 on separate tours to meet with fans,
participate in youth clinics and act as ambassadors for the game of
basketball. Nike athletes
inspire youth
Retail
is a key focus for Nike in connecting with consumers, both online and in store.
In China, Nike is
taking the retail experience to the next level, delivering customization and
more information. Nike Beijing and Nike Shanghai provide consumers with premier
retail destinations featuring some of our most innovative performance product.
These locations provide a destination with interactive programming and
professional insight that will meet their needs while advancing their training regimen.
Both of Nike’s stores in Beijing and Shanghai make a strong brand statement
with a world-class shopping experience.
