Success Stories of Chinese Brands for Teens/Tweens

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

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.

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.

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

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.

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.