FoodBeverageInnovation

Source: Labbrand 朗标（ID:Labbrand） Intro No matter your brand’s situation, marketing to local consumers in China is challenging. In our recent piece on the  5 best and worst Chinese branding adaptations , we gave a few historical examples of huge miscommunications between brands and consumers – like Mr. Muscle being translated semantically into 肌肉先生 [jīròu xiānshēng], a direct homophone of “Mr. Chicken”. Thankfully, most brand blunders are corrected quickly by the internal branding teams and in 2016 these large-scale oversights are rare. Now we see issues of brand localization happening at the tangible level; specifically, in struggling to effectively localize a product’s packaging. Here we will share some insight from Labbrand’s presentation at the Food and Beverage Innovation Forum 2016:  challenges you may not expect during packaging localization . Package localization in China is like a wedding dance: the visual identity is the newly wed couple...

The Hershey Company has today announced the launch of Hershey’s Gold bars, as it marks the 100-day countdown to the 2018 Winter Olympics. The new bars are a caramelised creme which feature salty peanut and pretzel bits to give a ‘sweet, buttery taste that is topped off with a creamy and crunchy finish’.  Hershey’s Gold marks the fourth flavour in the history of the brand. In 1900, its milk chocolate bar was launched, followed by a dark variant in 1939. Then in 1995 it introduced Cookies ‘n Creme. The Hershey Company said that development of the new product stemmed from consumer demand for crunchy, multi-textured candy. With Hershey’s Gold bars, the company said it recognised that consumers favour a complex combination of ingredients, which led to the variation of sweet and salty, crunchy and creamy. Melinda Lewis, general manager of the Hershey’s Franchise at The Hershey Company, said: “The buttery, sweet taste of Hershey’s Gold bars provides an...

Executive Summary Advertising fraud is a growing challenge that not just impacts companies financially but also tarnishes their brand reputations. The Chinese digital market, though making phenomenal progress currently, is witnessing an increase in ad fraud-related cases. Invalid traffic is on a high and ad viewability is decreasing on personal computers and mobile websites of China. The reasons for such a scenario are quite evident—a non-transparent ecosystem, invalid traffic and technological limitations. An opaque and biased media supply chain is resulting in potentially undermining brands’ interests and yielding financially damaging results. Unavailable or inadequate technological capabilities are making it tough for companies to fully capture Invalid Traffic (IVT). In such a challenging landscape, China requires a comprehensive strategy to combat and overcome the ad fraud menace...