The moon, charmed by science and empowered by business, has ushered in a new round of consummation. As in previous years, the Mid-Autumn Festival is all about mooncakes. However, the traditional high-calorie and flamboyant over-packing produced by the actual fillings will soon become history. This year's mooncakes have a healthier appeal, environmentally friendly packaging and carry more valuable meaning — such as promoting greener and sustainable development. Reunion has always been the theme for the festival, but this year, it has a greater sense because of the return of Shenzhou 12, which adds a little romance to this Mid-Autumn Festival.
We have selected some brand studies to share with you. It will show you how this year's brand took advantage of the Mid-Autumn Festival this year.
Connecting The Past And The Present, Interpreting The New Taste Of Traditional Culture
The Mid-Autumn Festival is a traditional festival. Many brands will take traditional culture as the starting point and perform various interpretations around the Festival imagery such as the moon and Chang'e.
Wal-Mart × "Tang Palace Night Banquet" staged 「Supermarket Wonderful Moon Night」
When the Mid-Autumn Festival is approaching, Wal-Mart and Zhengzhou Song and Dance Theatre "Tang Palace Night Banquet" launched the commercial 「Supermarket Wonderful Moon Night」. It allows Tang musicians to follow a shopping cart to the Wal-Mart supermarket and stage a supermarket through modern times.
Several musicians strolled around the supermarket's fruit, frozen food, digital section and other places, shopping for good things and returning home. In addition to showing the massive variety that musicians can choose from Wal-Mart, "the film highlighted Wal-Mart Online Supermarket Delivery" 's convenience and speed. Don't worry! Wal-Mart can deliver it, even in Luoyang Palace :). In this traversal drama, Wal-Mart presents the Mid-Autumn Festival's connection between ancient and modern, which shows the cultural interest of the traditional Festival.
With The Return Of Shenzhou 12, Liberates The Imagination Of Space
Humankind's imagination and exploration of the moon will never stop, and every Mid-Autumn Festival is like a vast "moon viewing party." This year, the successful launch of the Shenzhou 12 spacecraft and the return of the "triple trio" have also added more science fiction to the Festival.
NIO Life Joins With China Aerospace To Explore The Romance Of The Universe
In September, NIO and China Aerospace ASES launched a series of space theme monthly activities, inviting consumers to participate in witnessing the universe around them. Among them, NIO Life's trendy IP NOMI also cooperated with ASES to launch a mooncake gift box of space planets theme.
The gift box design is full of ingenuity and space elements from the inside out. The outer packaging takes inspiration from a space capsule. There are plenty of surprises hidden within the design. After opening the "space capsule", you can use the ultraviolet spotlights provided with the gift box to illuminate the star track board. After it absorbs sufficient ultraviolet light, the star trails emit light, bringing a sense of interaction for lunar exploration. There are three different flavours of peach pastry mooncakes in the gift box, respectively, given the concept of three planets in the universe. The mooncakes will combine the filling with the characteristics of the celestial body. Mooncakes such as black truffle and Iberian ham filling represent Mars. The ham flashing in the heart of the black truffle echoes the characteristics of sparks that are sometimes dark and sometimes glowing like fire.
VIVO x CCTV News For The "Home Letter From The Earth"
On 17th Sep, the "Home Letter From The Earth" jointly produced by vivo and CCTV News was sent across the sky to the space heroes who have returned. The little boys who wrote letters recorded the changes in China during their three months of trips with the childish brushwork, from the fun of elephant migration to the natural disasters of heavy rain in Henan, from the spectacular Olympics to the very ordinary person. "EVERY" Chinese is working hard to create an earnestly living for China - the big "FAMILY". This heart-wrenching letter from the "FAMILY" is the love for the "wanderers" in space for the astronauts. As for the core theme of the Mid-Autumn Festival, it sends out the message for reunion: "Everything is well; We see you back home."
Green Life, Return To Nature
Practising the sustainable development concept of green living and letting people live in harmony with nature has become the creative concept for many brands to produce mooncake gift boxes this year.
「Cane」: Tencent's Mid-Autumn Mooncake Box
This year, Tencent's Mid-Autumn Festival mooncake box looks simpler than last year's "Great Wall Brick", but simplicity does not mean simple. This mooncake box is made from bagasse from a sugarcane sugar factory. The production process is pure and natural, and pollution-free. Its leftover material can produce an egg tray. It can be completely degraded within a few months, and implement the practice for "environmental protection". Tencent orders 250,000 mooncakes every year, and the use of environmentally friendly mooncake boxes is equivalent to saves 757 trees and protects a small forest.
The choice of using bagasse to make mooncake boxes is not only Tencent's adherence to the environmental protection and green concept but also the Mid-Autumn Festival wish of Tencent to consumers "sweet sugarcane from the beginning to the end".
Brand Co-Branding & NPD Launchings, Adding Fun To Mid-Autumn Festival
As a traditional festival, many brands will also take this opportunity to start from traditional culture and create new products around the moon, moon cakes, sweet-scented osmanthus and other related Festival elements. Cross-brand joint names in the food and catering industry are also indispensable, and the collaboration between cutting-edge brands is full of creativity.
Oriental Fragrance Brand 「观夏 To Summer」 Launched The New Golden Autumn Sweet-scented Osmanthus Rabbit Limited Gift Box
On 9th Sep, the oriental fragrance brand「观夏 To Summer」launched the new limited gift box. It contains osmanthus rabbit essential oil scented bricks, ceramic scented candles, essential oil wood core scented candles, osmanthus rabbit candle lids, essential oil ceramic scents insert & diffuse fragrant rattan and cards.
Specialty Coffee Brand "Seesaw Coffee" x "Hey Tea" launches Mid-Autumn Mooncake Gift Box
The pre-sale of the limited edition officially started. The box combines the flavours and textures of coffee, tea, and fruit. The packaging is made of futuristic acrylic material, which can be used as a daily note storage box.
CHOCDAY「每日黑巧」×「OATLY」: Special Crossover For The Mid-Autumn Day
Healthy chocolate brand "CHOCDAY" and oat protein brand "OATLY " jointly launched the "CHOCDAY x OATLY INSIDE Mid-Autumn Special", which is currently available on the brand's official store.
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