He Lunar New Yearwhich will take place on Wednesday, January 29, not only marks the beginning of a new lunar cycle, but is a key date for the millions of people who are part of the Asian communities. It has become an important moment in many marketing calendars and a point of cultural contact with the public.
Brands seek to associate with values such as family and tradition
Over the years the new lunar year has gained weight in the Communication strategies of great brands, such as Apple, Nike or Gucci and partly due to the opportunities that it provides, on the one hand, of emotional connection with consumers, and, on the other, of brand construction around values such as tradition, the family, or cultural heritage.
The lunar new year, popularly known as Chinese New Year or Spring Festival, is not celebrated exclusively in China, but also in Taiwan, Vietnam, South Korea, Malaysia, Singapore, or Japan, as well as in all the communities of these countries settled in other markets. This time marks the year of the snake.
Although in each region it finds differences, there are common elements and features, such as the use of red color, the cooking of traditional dishes or the custom of delivering envelopes with money to young people. Beyond that, it is a holiday that celebrates union and family, The tribute to ancestors or The spirit of renewal and welcome to good fortune.
All these resources meet in the ads that the big brands have launched to Add to social conversation and link to values and a community. Here are some of the most prominent:
Nike – “The Greatest Chase”
From the hand of the agency Wieden+Kennedy, The sports brand this year does not celebrate the year of the snake, but the Mamba year and, therefore, take the opportunity to pay tribute to the Kobe Bryant basketball player. Under the concept “Have a hard year”, It establishes a parallel between the athlete’s mentality and the implications of the celebration, encouraging to seek improvement constantly.
Apple – “I Made to Mixtape for You”
Since 2018 Apple usually celebrates the lunar new year with a new installment of its series “Shot on iPhone.” This time has highlighted the virtues of iPhone 16 With a musical short film that follows the steps of Wei, who undertakes a romantic trip through time when discovering a cassette tape of his parents. It has been directed by Michael Gracey (“The Greatest Showman”).
Tiffany & Co – “Happy Lunar New Year”
The jewelry Tiffany & Co He has joined the celebration of the New Year moon with an emotional history of the reunion of two sisters. The piece celebrates reunions, family and traditions and claims its products as a union vehicle.
Gucci – “The Year of The Snake”
Gucci He has launched a new collection of garments and accessories inspired by the New Year lunar, marked by the presence of snakes and the predominance of red color, and has made it known with an announcement starring its global brand ambassadors, the actors Xiao Zhan and neither ni. Designed by the creative director Sabato de Sarnno, evokes elegance, romanticism and new beginnings.
Panda Express – “The Invitation”
The Chinese food restaurants chain Panda Express He also launches a message on the union of the family with “The invitation”, Designed by the Opinionated agency. The piece portrays the traditional celebrations of the date, highlights the brand’s offer and celebrates the cultural contact points in a diverse world.
Heineken – “Festive Celebrations”
From the hand of the agency Lepub Singaporethe Heineken beer brand continues to promote authentic connections in a context of growing digitalization. In your announcement for the New Year Lunar proposes your product as an ally to put aside electronic devices and enjoy the moment.
Loewe – “Dance of the Snake”
Following its brand philosophy around crafts, Loewe has created a special collection on the occasion of the New Year lunar and communicates it with a spectacular announcement. Starring the Chinese dancer Xie Xin and her dance company, the piece pays tribute to traditional crafts, represented by the theater of shadows of artist Danno and the art of comets, created by Zhang Xiaodong.
