Glad HK taps into the younger audience with new collection featuring Avo Friends

Plastic wrap brand Glad Hong Kong has partnered with Avo Friends, characters designed by South Korean artist HYO, to enhance user experience and expand its audience reach with a new thematic collection.

The concept of the campaign was built on Glad's mission to bring more joy to consumers beyond food freshness and safety.

Running until October 2023, the month-long campaign aims to drive outdoor usage of the new Avo Friends-themed collection, which includes a double lock bag and a new snap-lock pouch assorted pack, as well as tapping into the younger audience with the introduction of the cartoon design.

The campaign targets individuals aged between 35 and 54, who are single or married with children, and younger audiences aged between 25 and 34, young parents with children, newlyweds and individuals who just moved out.

In terms of marketing strategies, the campaign has leveraged a fully integrated marketing communication plan including digital, social, out-of-home (OOH) and in-store advertising.

Beyond the unique quick glide of the Yellow and Blue Make Green Seal and double lock, the collection contains a random Avo Friends sticker giveaway. This can raise curiosity among consumers and motivate them to collect the whole set of stickers by purchasing more.

Moreover, there is a secret QR code printed on every package for consumers to scan and download Avo Friends-themed Instagram filters, creating joyful Instagrammable moments. The brand has also collaborated with parenting KOLs to launch posts on social media to promote the collection.

Done with collaboration with Purple Cow Communications, a series of TV commercials and print ads have been released with the theme “夠密實 鮮好JOY” to promote the collection to a wider audience. An appealing 3D billboard with Avo Friends has also been created in Causeway Bay to appeal to customers.

“Using cartoon character illustration on the packaging design is a practical way to beat boredom. With Avo Friends, a packed lunch or snack is more than just a meal – it is an adventure filled with joy and surprises!” said Owen Au Yeung, managing director of Purple Cow Communications.

The lovely characters have not only successfully caught attention, but also built emotional bonds with the customers. “A series of TV commercieals and print ads have been released to introduce Glad and Avo Friends as your perfect dining companions on different occasions, not only catering for your varied storage needs but also bringing you excitement and enjoyment,” added Au Yeung.

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