Chinese New Year (CNY) is a popular holiday in Hong Kong and Mondelez wanted to create a combined display for 4 of their iconic brands, OREO, Ritz, Toblerone, and Jacob’s. This was a huge project because CNY is such a big sales opportunity in the Hong Kong market.
Traditionally, FMCG brands aren’t gifted as much as more premium goods for CNY, so one of the main challenges was to create a POP display that encouraged buyers to give these products to their loved ones using easy-to-recognise iconography and colours with bold hero copy.
Each of these brands already had strong branding behind them, so the challenge was integrating them into the same POP display. We had a fairly large area to work with, so we conceptualised the design based on how products could be stacked.
We used red and gold for the majority of the display in order to emphasise that these products were meant for CNY. In addition, we leveraged each brand’s logo and featured them prominently at the top of every display so that people could see them from a distance. The addition of iconic embellishments like firecrackers and lanterns helped to cement the idea that these gifts were great gifts for CNY.
In the end, the sales of all 4 products increased dramatically due to the POP display and the message that it effectively communicated to customers.