A display at Okashi Land

Okashi Land (零食物語), Hong Kong’s snack paradise, is currently running a marketing campaign using the Hello Kitty license.

PWP Mechanism: Purchase the same snack the Hello Kitty plush is holding – then add HK$ 19 and receive the adorable gift promo figurine.

We have seen endless brands adopting licensed characters for marketing purposes. But unlike these brands, Okashi Land fully utilizes the Hello Kitty license to its advantage.

Pairing the well known Japanese mascot with its Japanese snacks, Okashi Land creates high relevance and easy association – these promo products are now instantly identifiable with brand (Okashi Land being one of the few distributors of Japanese snacks in Hong Kong)

We love this concept of gifting. It “forces” customers to spend on products featured to complete the collection. In this case, a chance is offered to snacks which may not be as popular with this purchase with purchase to get customers to try them. A set deadline and exclusivity creates urgency and impulse to get these collectibles immediately.

The Hello Kitty rage has been going strong all these years – Okashi Land is looking to capitalize on this trend for full marketing impact…

For more Hello Kitty Promos: