Food and beverage group Yeo Hiap Seng (Yeo's), is marking the Year of the Dragon with a new 'Savour the Joy of Togetherness' campaign featuring a heart-warming brand video and limited-edition packaging for its packet drinks.
'Savour the Joy of Togetherness' underscores the importance of family gatherings not just during the annual reunion, but throughout the entire year.
The Chinese New Year brand film follows a young boy on a secret mission to surprise his family with a Dragon dance during reunion day.
The boy mistakenly performs the dance prematurely when his grandmother visits on a regular day. The film concludes with the realisation that everyday is an opportunity for cherished family moments, extending beyond the confines of the traditional reunion day.
In tandem, Yeo's has released three limited-edition designs for three of Yeo's drinks: chrysanthemum tea, winter melon and lychee.
The new packaging will feature a dragon, phoenix and lion, along with traditional good fortune greetings. The mythical creatures each represent good luck and prosperity in the Lunar New Year.
"We hope the designs serve as catalysts for intergenerational conversations about the cultural significance of the Lunar New Year whilst also serving as limited edition Yeo’s collectibles," said Alex Chen, head of Yeo's SG marketing and business development when MARKETING-INTERACTIVE reached out.
"Each pack features one of the nine unique blessings printed on the packaging, providing consumers with a delightful surprise when they pick up a packet of Yeo’s drink from the carton."
With Chinese New Year around the corner, brands are releasing festive-focused campaigns to celebrate the season with its customers.
Brand films such as Yeo's 'Savour the Joy of Togetherness' have become increasingly popular, with Mr D.I.Y Malaysia releasing its own tear-jerking brand film to encourage viewers to tell their family members that they love them.
In Mr D.I.Y's brand film, titled ‘Wo Ai Ni’, which translates to ‘I Love You’ in English, the brand film follows a retired school headmaster as he struggles to express his love for his family with whom he has been especially strict.
7-Eleven partners with Sanrio to spread good fortune this CNY
lululemon redefines wellbeing with 'Wing Chun'-themed dance in CNY campaign
Burberry highlights the vibrant red in CNY campaign
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window