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

Passing on the Baton

Passing on the Baton

Day 2876 in Shanghai and I’m walking with Hasse on Dongdaming Road (东大名路) in the Hongkou district. In 2018, I lived next to this road; here I registered my first Chinese bank account, bought my first baozi in a FamilyMart, and it’s here that I photographed so many random things because Shanghai was all new […]
April 13, 2026
Arriving at an emotion

Arriving at an emotion

Before moving to China, I wondered what it’d be like to live in an entirely different environment — and it was the same for holidays like Cambodia or Vietnam, or when Hasse was born. You try to imagine these things and how they’d make you feel, how you’d react, or what they’re like. But everytime […]
April 10, 2026
People of Nantong

People of Nantong

I’m carrying Hasse around in Nantong (南通), in the historical block surrounded by the Haohe River (濠河) — while Eva in the hospital visits a sick relative. Hasse, being a seven month old baby, is a true 显眼包 (eye-catcher), so dozens of bypassers turn their head or want to touch her (which I quickly have […]
April 4, 2026
Cozy market alleys and pot stickers

Cozy market alleys and pot stickers

We’re in  Zhuqiao Village (祝桥镇), again. I love these old streets, filled with market stands or scooters and trikes parked everywhere. These alleys are so full of life, devoid of big brands with their uniform protocols and brand guidelines. And because the whole scale of it is smaller than modern shopping malls, everything feels so […]
March 31, 2026