Launching Germany’s Largest Chocolate Brand in China

Brand Introduction

Challenge

Launching one of Germany’s most famous chocolate brands in China, competing in a crowded and fierce market.

Insight

Saying thank you is a traditional element of the Chinese culture. With merci, we want to inspire the population to give the gift of chocolate.

Concepting Mentality

If you want to say thank you, that’s merci.

Execution

One of the first tasks was finding the perfect Chinese name, staying true to merci’s promise and conveying its heartfelt message to this new audience. We tailored their European packaging to the Chinese market, designed POS materials for shops and supermarkets and developed the storylines for three TVC concepts, aired in China, Hong Kong and Singapore. The Chinese commercial was voted one of the best-tested in 2015.

Results

merci was successfully launched in Hangzhou in November 2015 and continues to grow in the Chinese market.

Case study overview
Launching Germany’s Largest Chocolate Brand in China
Launching Germany’s Largest Chocolate Brand in China
Launching Germany’s Largest Chocolate Brand in China