Eclipse tastes fresh journey across Asia with city tins

Eclipse has released five limited-edition city-themed tins, inviting consumers to explore Asian flavours paired with Eclipse's signature freshness.

The campaign introduces a new concept called "Eclipse taste fresh journey: Asian culinary discovery," centred on the theme "Explore, cuisine, freshness." The campaign aims to guide consumers through fresh culinary discoveries in some Asian cities. It is available in five selected cities: Hong Kong, Taipei, Seoul, Bangkok, and Kuala Lumpur.

The campaign targets urban millennials and consumers aged between 18 and 35 interested in food trends, lifestyle experiences, and contemporary Asian cuisine.

Inspired by popular Asian destinations, each tin features local landmarks and signature dishes paired with classic Eclipse flavours. The Hong Kong Grape edition, for example, showcases the Star Ferry, trams, Bank of China Tower, and egg tarts, capturing the city's skyline and street culture.

The Taipei Peach edition features Taipei 101, Jiufen sky lanterns, the Maokong Gondola, and bubble tea. The Seoul strong mint edition uses a Korean-style illustration of N Seoul Tower, Gyeongbokgung Palace, and bibimbap.

The Bangkok extra strong mint edition highlights a tuk-tuk, the Grand Palace, and mango sticky rice. The Kuala Lumpur fresh mint edition features the Petronas Twin Towers, the national hibiscus flower, and laksa, evoking Southeast Asian flair.

Each limited-edition pack blends visual storytelling with cultural elements, extending the idea of freshness beyond taste into a multi-sensory travel experience 

Eclipse has also partnered with 69 Asian cuisine restaurants across Hong Kong to launch the “Eclipse fresh pairing rewards” campaign, bringing freshness into everyday dining moments.

During the promotion period, customers who order designated dishes at participating restaurants will receive a complimentary pack of Eclipse sugar-free mints. Selected food courts will also feature themed “City check-in spots,” offering immersive and photo-worthy experiences.

To extend the experience beyond dining, Eclipse has invited the public to join the "Travel with freshness" activity. Five themed mailboxes representing Hong Kong, Taipei, Seoul, Bangkok, and Kuala Lumpur will be placed around the city for photo opportunities.

Participants can upload their photos to Instagram and follow simple steps for a chance to win exclusive prizes, including limited-edition film cameras.

The campaign runs mainly on Instagram and Facebook, using stories, hashtags, and short links to restaurant listings. Outdoor promotions include the Eclipse "Travel with freshness" mailbox photo campaign, featuring themed photo mailboxes that encourage the public to take pictures and share them on social media.

Key strategies include curated restaurant recommendations, Instagram amplification via #tastefreshjourney, and partnerships with retail chains such as 7-Eleven and Circle K.

Samuel Fung, marketing manager, Mars Hong Kong, said: "The 'Eclipse taste fresh journey Asia food tour' campaign is a strategic initiative to reinforce Eclipse's position as the go-to choice for after-meal refreshment. We know our fans have a passion for collecting Eclipse tins, and we've been eager to reignite that excitement after a few years. By creating the Asia food tour tin series, we're tapping into a shared love for food and travel across Asia. We believe this will not only drive sales but also strengthen brand loyalty and create a new generation of Eclipse tin collectors."

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

Mars HK and singer YanTing promote Eclipseplus with the power of music
Mars overhauls global agency model as Publicis, IPG and Omnicom take charge