In a unique marketing maneuver, Glico, the renowned Japanese confectionery company, has launched a fascinating campaign ‘The Endangered Packs’ in Malaysia. The campaign encourages consumers to embark on a scavenger hunt in stores to find some of Pejoy’s distinctive flavours, namely Cookies & Cream, Matcha, and Chocolate, which are scheduled for discontinuation. A significant event in itself, this campaign marks the last appearance of these flavours in a promotional context.
Christyna Fong, the creative group head at The Chariot Agency, which collaborated with Glico for this initiative, elaborates on the purpose behind it. “Being aware that these three flavours will cease to be restocked, our aim was to underline their rarity,” Fong explains. Drawing inspiration from mother nature, Fong likens these packs to endangered species on the brink of extinction, making the hunt for them akin to spotting an elusive creature in the wild.
As an interesting twist in the campaign, Pejoy has teamed up with Asian Scents Co to craft a set of three reed diffusers. These diffusers are designed to reflect the distinctive fragrances of the soon-to-be-discontinued Pejoy flavours, providing consumers with a unique olfactory memento.
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Relying heavily on social media platforms, the campaign has effectively managed to create a sense of urgency and anticipation. In addition to this, the campaign has leveraged point-of-sale marketing materials to amplify its reach. Consumers who manage to find an ‘endangered’ Pejoy pack in stores and capture it in a photograph stand a chance to win one of its limited-edition scents.
This campaign also sets the stage for the debut of Pejoy’s new flavour assortment, which is scheduled to hit the shelves in September. Glico had previously chosen The Chariot Agency to steer strategic and creative campaigns across Malaysia and Singapore, extending to social media management for all its brands.
Glico’s regional brand manager, Ian Leong, emphasized the agency’s innovative approach based on profound consumer insights, which made it the ideal choice. Echoing Leong’s sentiment, Adrian Cheah, MD of The Chariot Agency, expressed his excitement about being part of Glico’s grand plans, underscoring the agency’s intention to explore new and traditional platforms to ensure Glico’s business objectives are met.
This news is based on information retrieved from the marketing-interactive website .
