Hershey’s Kisses on the Bund

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

A summer’s day in autumn

A summer’s day in autumn

Set an alarm to 05:00, take a taxi to the train station, get onto the train, switch in Hangzhou, and get off in Tonglu (桐庐), take another taxi — to arrive 4 hours and 330 kilometers away from home. For a hike. Maybe it’s crazy, but the alternative is to stay home. You’ll have plenty […]
October 12, 2025
Mary in Qibao

Mary in Qibao

We’re in Qibao (七宝古镇) — an old water town swallowed by the city of Shanghai, now turned into a tourist attraction. In the center stands a moon bridge, surrounded by heavily renovated buildings that now house shops selling fridge magnets or bites such as ⁠tangyuan, scallion pancakes, red bean cake, and parts of pork or […]
October 11, 2025
Empty shops

Empty shops

If you squint your eyes, you can still see a busy little street here. The shops on Wangxin Road (王新街店铺) near Gaoqiao (高桥) in Pudong, were built in the late Qing Dynasty but now face an uncertain future. They’re not labeled for demolition (the character 拆 isn’t shown), but there are many tags of landlords […]
October 11, 2025
My favorite places in Shanghai (2025 update)

My favorite places in Shanghai (2025 update)

I saw this message from Curt about how difficult it is to love Shanghai, and there’s some truth in that. Maybe it’s too big a city to love, and I just love some specific locations of Shanghai. Let me have a go. Ye Garden Ye Garden (叶家花园), a ~100-year-old park in Yangpu, hidden behind a […]
October 10, 2025