South East Asian millennials love for high-energy, sensorially super-charged products gave rise to an exciting opportunity in on-the-go desserts. Our brief was to create a new brand that would connect with a generation of discerning digital natives.
Cutting through the noise in crowded, complex and competitive convenience channels – especially with a range comprising multiple product formats and flavours – would be tough. But beyond getting noticed, building ongoing engagement and a relationship with consumers was critical for success.
Our research showed that in a melting-pot of styles and influences, expressing a distinctive feeling through design was as important as describing a fact. This called for a solution that would win hearts, minds and social media momentum.
Our answer was the Bingsu Buddies – cheerful, cheeky and endearing personalities whose job it is to embody the unique character of the products they represent. With sales running well ahead of target it seems that the market loves them as much as we do.