Meiji Seika has given its Yan Yan snack packaging and mascot a makeover, with the Yan Yan boy being more contemporary and cuter to showcase the snack’s personality and increase its appeal among children and young adults.
PROTOCOL was the lead creative agency responsible for the integrated campaign with the work spanning creative conceptualisation, content production, press kit development and influencer outreach, social media marketing, video production for the TVC, development of the AR filter as well as media buying.
Along with the rebranding was a press kit for media outlets and key opinion leaders known as Yan Yan Carnival, which was inspired by the excitement of every child’s Yan Yan snack experience. According to the spokesperson, Meiji wanted to convey the message that every cup of Yan Yan opens up a whole lot of fun for young consumers and those who are young at heart.
Along with the bolder and brighter look on the packaging, Meiji decided to parallel the feeling of fun and excitement with a colourful, lively carnival experience. This was encapsulated by a literal mini-carnival, opening up to an interactive game and glorious Yan Yan goodies – the Yan Yan cups, a carnival tee, exclusive Yan Yan clappers and the ring toss set-up.
This also marks the first time Meiji is making its foray into TikTok ads with a dance-centric commercial. The ad features a dance move that is inspired by the Yan Yan consumption moment of dipping, swirling and crunching and with it, the brand seeks to raise awareness and consumption.
To make the experience more interactive and generate user engagement, Meiji also created an AR Instagram ring toss filter to gamify the carnival theme.
