Hershey’s Kisses on the Bund

By:  June 9, 2019 Categories: 

Increasing Hershey’s share in wedding candy market on top of a brand image facelift

Hershey’s wanted to increase its share in the wedding candy market in China (a huge market). Both online and offline sales, plus PR where an integral part of the campaign.

KISSES ON THE BUND
Couples where to showcase their love and vows on the North Bund, together with famous photographers from Hollywood and live music to celebrate the important moment of their lives. Participants could win a ticket through purchasing enough Hershey’s Wedding Kisses, and then register through WeChat.

Promotion campaigns (step 1) brought viewers to designated offline stores, to spend over 1,000 RMB worth of wedding products. Couples register through WeChat by uploading a photo of them holding a sales voucher, alongside additional contact details.

The sign-up on WeChat, where you can also upload your photo on a Shanghai skyscraper.

The event was picked up by 44 media in Shanghai and China, including three minutes on prime-time TV.

 

 

Latest

Twenty-three years

Twenty-three years

In June we moved back to the Netherlands, six suitcases across 8000 kilometres, and after a brief spell at my parents’ place, we moved into our own home. This second move also involved putting down carpet, curtains, buying appliances and furniture — so that our new garage quickly filled with cardboard boxes and other packaging […]
August 29, 2026
Searching for meadows

Searching for meadows

Our new home in the Netherlands sits in a mundane residential area full of young families like ours. The street name comes from made (‘meadow’), still referring to a field that once lay here and now survives only in the name (just how the name Shanghai refers to a river that no longer exists). And […]
August 5, 2026
Degrees of wealth

Degrees of wealth

In eight years of living in China, taxi drivers or older colleagues loved to ask, “Which is better, the Netherlands or China?”, hoping for a single insightful answer that would explain everything. And now, back as a resident in the Netherlands, people ask the mirrored version: do I miss living in China? Neither question is […]
July 11, 2026
Goodbye to Guanyin

Goodbye to Guanyin

It’s a Saturday morning, and we’re in a taxi on the way to the airport. My clothes cling to my body and already reek of sweat, and that’s even before our 12-hour flight has started. Today I woke up at 5:30 to get up early and throw away the last furniture and items we used […]
June 30, 2026