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

Forgotten patch of land

Forgotten patch of land

The hardest thing to get in Shanghai is silence and solitude, yet there’s this strip nearby our apartment that does provide these things — a patch of land that city developers had no use for. The first time I came here and entered, suddenly something felt weird until I realized it was the absence of […]
March 27, 2026
Cobblestones and Lions in Longmen

Cobblestones and Lions in Longmen

I know I take too many photos, and I know I should remove some for brevity. But it feels to me that each of these views is worth capturing, as if to store it in a jar for storage. When I no longer live in China, I want to look back on these trips, to […]
February 18, 2026
Chinese New Year shopping in Majin

Chinese New Year shopping in Majin

We’re in Majin Village (马金镇) in Zhejiang, a day before the Chinese New Year starts. Everyone’s busy doing some final shopping or getting a haircut before the festival — and the weather reaching 22 °C in February helps bring people outside. Meat, spices, offerings, flowers, yoghurt, cookies, barbeque, trinkets, posters, vegetables, soap, new shoes — […]
February 17, 2026
Dutch Signs in Xixinan

Dutch Signs in Xixinan

It’s a foggy morning in Xixinan Village 西溪南村, a village near Huangshan. I’m tired of sleepless nights with a 5-month old baby, but I equally want to take this opportunity to take some photos, so I’m outside the door at 06:30. Watertowns like this are usually crowded during the day, but deserted this early. Xinanxi […]
February 16, 2026