BBH China uses loveable teddy bear to pull on young Chinese women’s heart strings

BBH China has launched a nationwide television campaign for Alpenliebe chocolate filled toffee candy featuring a kind and lovable teddy bear targeting young women in China.

The campaign, with special focus on key cities across China features the newly packaged Alpenliebe chocolate filled toffee candy.

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Alpenliebe is the flagship brand of Perfetti Van Melle and one of the largest candy brands in China.

Central to the campaign is a television commercial featuring a teddy bear on a mission to replenish his owners empty jar of Alpenliebe chocolate filled toffee candy. He braves the busy city streets and alley ways and gets home just in time to assume his place on a bedroom shelf.

Joanne Liu, Business Director, BBH China said, “Our central hero – a lovable teddy bear that resonates with young women – is a continuation of the Alpenliebe brand truth of kindness and the act of bringing and sharing joy to others”

Ma Limin, Marketing Director of Perfetti Van Melle China added, ” Young women in China have lives filled with busy routines. We wanted a campaign that would create a little dose of  “toffee” indulgence in their daily routine – be it at the office, watching TV with family or meeting up with friends – reminding consumers that a little act of kindness can put a smile on everyone”

Credits – Executive Creative Director: Johnny Tan. Creative Director: Leo Zhang. Creative Team: Jeffrey Sun, Jay Qian, Nicola Chung, Ivy Wang. Producer: Bernice Wong. Planning Team: Mylene Ong. Account Team: Joanne Liu, Ryan Law, Maggie Zhou.