CAOCAO, a creative agency with IP specialization, supported hana-musubi 華御結 on a campaign featuring Ocean Park’s Panda Friends, and it was a massive hit. The campaign went viral on social media, with merchandise selling out on day one.

Campaign Name

港川風味 熊貓認證！

Objective

Boost sales of the new Hong Kong–Sichuan flavour omusubi  港川風味 系列御結 by tapping into the irresistible charm of pandas, tying the theme to both the flavour and the Omusubi’s shape. A lot of netizens mentioned that the back of a panda looks like an Omusubi, reinforcing the natural connection.

Target Audience

Office ladies and kids

Marketing Strategies

1. Leveraging the panda economy: Pandas are beloved by Hongkongers, especially the target audience. By leveraging this emotional connection and their cuteness, the campaign resonated strongly and sparked enthusiastic engagement.

2. Distinct merchandise design: Inspired by the panda’s Omusubi shape, we designed two standout items: a plush coin purse keychain 毛絨散紙包匙扣 and an Omusubi cooler bag 御結保溫袋. Fans went crazy for them, and they sold out instantly on launch day.

3. Eye-catching POSM design: With most hana-musubi stores located in fast-paced MTR stations, we used thumb-stopping POSM to grab commuters’ attention and drive on-the-go purchases.

Scope of Work

• KV
• POSM design
• Merchandise design
• IP consultation