9月22日-9月24日艾菲全球嘉年華盛大舉辦，珍寶珠攜手美樂笛音樂棒棒糖、泡泡糖夾心棒棒糖亮相嘉年華品牌市集，通過強視覺展示珍寶珠展臺吸引了一眾嘉賓和觀眾前來打卡。

From September 22nd to September 24th, 2024 Effie International Festival was grandly held. Chupa Chups Melody Music Lollipops and Bubble Gum Filled Lollipops, made a splash at the Carnival’s brand market, attracting a crowd of guests and visitors to check in at the Chupa Chups booth with its strong visual display.

自2007年加入不凡帝范梅勒以來，全佳欣女士先后在中國、荷蘭總部和巴西分公司擔(dān)任重要管理層崗位，擅長精準抓住市場契機，通過營銷和產(chǎn)品創(chuàng)新來驅(qū)動品牌生意和市場份額的增長。憑借扎實的專業(yè)背景與豐富的行業(yè)經(jīng)驗，她在品牌營銷及電商業(yè)務(wù)方面展現(xiàn)出卓越的領(lǐng)導(dǎo)力和創(chuàng)新思維。憑借此，全佳欣獲得艾菲年度營銷人物并在本屆大中華區(qū)艾菲獎終審中擔(dān)任評委主席。

Since joining Perfetti Van Melle in 2007, Ms. Purple Quan has successively held critical management positions in China, at the group’s headquarters in the Netherlands and its operating company in Brazil. She is adept at seizing market opportunities and driving the growth of brand business and market share through marketing and product innovation. With a robust professional background and extensive industry experience, she exemplifies exceptional leadership and innovative thinking in both brand marketing and E-commerce. Due to this, Purple Quan was awarded 2024 Effie Awards Most Effective Practitioner and served as the Jury Head in the final judging session of the Effie Awards Greater China this year.

專訪嘉賓Interview Guest

專訪實錄Interview Content

Q1：恭喜您登榜艾菲獎年度營銷人物榜單，從07年入職不凡帝范梅勒，至今已經(jīng)近18年了，這18年，糖果的定義、目標人群以及他們的觸媒習(xí)慣已經(jīng)發(fā)生了很大的變化，您認為在這個變化中不凡帝范梅勒主要商業(yè)挑戰(zhàn)是什么？制定了哪些關(guān)鍵決策來應(yīng)對挑戰(zhàn)？

Congratulations on being listed as one of the Effie Awards Most Effective Practitioner of the Year. You have been with Perfetti Van Melle since 2007, and in these nearly 18 years, the definition of candy, the target audience, and their media consumption habits have changed significantly. What do you think are the main business challenges for Perfetti Van Melle in these changes? What key decisions have been made to meet these challenges?

阿爾卑斯是不凡帝中國旗下最大的品牌，作為伴隨著中國80和90后成長的糖果品牌，既是業(yè)績頂梁柱，也面臨著形象老化的問題。曼妥思是不凡帝集團全球最大的品牌，但在中國競爭激烈的市場中一度面臨雙位數(shù)下跌。這兩個可以說是我回國后面臨的最大挑戰(zhàn)。

Alpenliebe is the largest brand under Perfetti Van Melle China, and as a candy brand that has grown with China’s post-80s and post-90s generations, it is both a pillar of performance and faces the issue of aging image. Mentos is the largest brand globally within the Perfetti Van Melle Group, but it once faced double-digit decline in China’s highly competitive market. These two are arguably the biggest challenges I faced after returning to China.

對阿爾卑斯，我的策略是年輕人要抓，年長的人也不能放。當(dāng)時的抖音還在平臺成長期，是年輕人聚集的地方，人群還沒有像現(xiàn)在這么寬泛。從2019年開始，我?guī)ьI(lǐng)團隊以一系列行業(yè)首創(chuàng)的借勢熱點的抖音營銷，比如#我的袖口有禮物 ，不光吸引了年輕人，還吸引了很多明星和名人，比如劉宇寧、楊受成也加入了挑戰(zhàn)。以及和王一博的街舞團隊合作的#街舞必備棒棒糖 。此外，還有受#秋天第一杯奶茶 啟發(fā)而來的#秋天第一個包 ，用了棒棒糖串包做包的背帶，以及適合春節(jié)場景的#棒棒糖鞭炮 等。借助平臺流量紅利，把阿爾卑斯棒棒糖的受眾群體從兒童拓展到年輕人。

For Alpenliebe, my strategy was to target young people while not neglecting the older demographic. At that time, TikTok was still in its growth phase, a gathering place for young people, with a less broad user base than it has now. Starting from 2019, I led the team in a series of industry-first TikTok marketing campaigns leveraging hot topics, such as #MyCuffSurprise, which not only attracted young people but also many celebrities and influencers, including Yu’ning Liu and Shoucheng Yang, who joined the challenge. We also collaborated with Yibo Wang’s street dance team on #EssentialLollipopForStreetDance. Additionally, inspired by #TheFirstCupOfMilkTeaInAutumn, we created #TheFirstBagInAutumn, using lollipop strips as bag straps. And for the Spring Festival, we had #Firecracker-likeLollipop, suitable for the festive scenario. By leveraging platform traffic dividends, we expanded the audience of Alpenliebe lollipops from children to young people.

對年長一些的人，用熱點就不行了，要走心。以21年春節(jié)為原點，我為阿爾卑斯確立了“讓心回家，為愛發(fā)顆糖”的春節(jié)營銷口號，并以此為主題連續(xù)深耕四年，成了行業(yè)內(nèi)唯一圍繞同一主題持續(xù)進行春節(jié)營銷的品牌。四年來品牌知名度和美譽度年年攀升，最近的24年春節(jié)營銷戰(zhàn)役讓阿爾卑斯在消費者心中的UBA又大幅提升+16%，品牌喜愛度+2%、推薦度+3%、購買意愿+2%。

For the older demographic, hot topics won’t work; we need to touch their hearts. Taking the Spring Festival of 2021 as the starting point, I established the Spring Festival marketing slogan “Bring Hearts Home, Hand Out Candies for Love” for Alpenliebe, and have since then continuously focused on this theme for four years, becoming the only brand in the industry to persistently carry out Spring Festival marketing around the same theme. Over the four years, brand awareness and reputation have climbed year after year. The recent 2024 Spring Festival marketing campaign significantly increased Alpenliebe’s UBA in consumers’ minds by +16%, brand liking by +2%, recommendation by +3%, and purchase intention by +2%.

針對曼妥思，我的策略是用IP的力量滲透年輕人。作為行業(yè)內(nèi)首個啟用動漫IP進行全面深入合作的品牌，從2020年航海王開始，曼妥思不僅僅引領(lǐng)品類，第一個將IP形象印在包裝上，還進一步結(jié)合動漫核心圈層和泛興趣圈層的不同特性和媒體觸點進行全方位IMC營銷，與IP粉絲和泛粉絲同頻共振。此后，我?guī)ьI(lǐng)曼妥思團隊持續(xù)挖掘年輕人的熱愛，于24年5月成為國民游戲IP王者榮耀首個糖果品類合作品牌，上半年銷量對比23年增長25%。雖經(jīng)歷三年疫情，曼妥思品牌整體實現(xiàn)了超過20%的逆勢增長！

For Mentos, my strategy was to use the power of IPs to penetrate young people. As the first brand in the industry to fully cooperate with anime IPs, starting with One Piece in 2020, Mentos not only led the category by being the first to print IP images on packaging but also further combined the different characteristics and media touchpoints of the core anime community and the general interest community for a comprehensive IMC marketing campaign, resonating with IP fans and general fans. Later, I led Mentos to continue exploring young people’s passions and in May 2024, became the first candy brand to collaborate with the national game IP King of Glory, with sales in the first half of the year increasing by 25% compared to 2023. Despite three years of the pandemic, Mentos achieved a growth of over 20% against the trend!

Q2：能否向艾菲平臺的朋友們介紹下不凡帝范梅勒旗下的主要品牌與產(chǎn)品線？

Could you introduce the main brands and product lines under Perfetti Van Melle?

不凡帝中國旗下有4大品牌：

Perfetti Van Melle China has 4 major Brands:

阿爾卑斯品牌1985年誕生于意大利，品牌口號“讓心更近”。自1996年進入中國，品牌認知度高達100%，已經(jīng)發(fā)展成為最具影響力的糖果領(lǐng)導(dǎo)品牌。經(jīng)典的條糖和棒棒糖陪伴了一代又一代消費者成長，尤其棒棒糖長期穩(wěn)居中國市場領(lǐng)導(dǎo)地位。阿爾卑斯一直致力于產(chǎn)品創(chuàng)新，2015年起，阿爾卑斯推出樂嚼Q凝膠糖果，成功進軍啫喱糖品類。為了滿足消費者健康化的需求，又在2023年成功上市了本土自主研發(fā)的第一款功能性軟糖，一經(jīng)上市就登上天貓雙十一暢銷榜單。

Alpenliebe brand was born in Italy in 1985, with the brand slogan “Bring Hearts Closer”. Since entering China in 1996, the brand awareness has reached 100%, and it has developed into the most influential candy leader brand. The classic sticks and lollipops have accompanied the growth of consumers from generation to generation, especially the lollipops, which have long held a leading position in China market. Alpenliebe has always been committed to product innovation. Since 2015, Alpenliebe has launched the Jelly Q jelly, successfully entering the jelly category. To meet consumers’ health needs, it also successfully launched its first domestically developed functional jelly in 2023, which immediately topped the Tmall Double 11 bestseller list after launching.

珍寶珠品牌1958年誕生于熱情浪漫的西班牙，品牌口號“珍能樂不?！?，是全球棒棒糖銷量第一的品牌。創(chuàng)始人Enric Bernat的祖父Josep Bernat為了孩子們的吃糖衛(wèi)生，發(fā)明了世界上第一支棒棒糖。1969年，由70年代著名超現(xiàn)實主義畫家Salvador Dali設(shè)計傳承至今的品牌標志性小雛菊LOGO，以簡潔的花朵形象與鮮艷的色彩強化了年輕、快樂的品牌形象。珍寶珠先鋒和潮酷的品牌調(diào)性一直延續(xù)至今，風(fēng)靡全球164個國家。2020年珍寶珠酸條在中國上市，成為各渠道爆品。

Chupa Chups brand was born in passionate and romantic Spain in 1958, with the brand slogan “Forever Fun”, and is the world’s best-selling lollipop brand. The founder Enric Bernat’s grandfather, Josef Bernat, invented the world’s first lollipop for children’s candy hygiene. In 1969, the brand’s iconic daisy logo, which has been inherited to this day, was designed by the famous surrealist painter Salvador Dali of the 1970s. With its simple flower image and bright colors, it has strengthened the brand image of youth and happiness. The pioneering and trendy brand tone of Chupa Chups has continued to this day, sweeping 164 countries worldwide. In 2020, Chupa Chups Sour Belt was launched in China, becoming a bestseller in various channels.

曼妥思品牌誕生于1932年的荷蘭，迄今有近100年的歷史，軟糖產(chǎn)品以其外脆內(nèi)軟的口感和珍珠般的外形而享譽全球159個國家和地區(qū)，是全球第二大軟糖品牌，第三大口香糖品牌，進入中國以來一直深受年輕人的喜愛。2021年，曼妥思品牌在全球范圍發(fā)布全新品牌口號 -“就要酷爽”，矢志為消費者帶來清新美味的口感沖擊，并鼓勵年輕人跳出固化條框，在生活中做出新的嘗試,收獲意想不到的酷爽體驗！

Mentos brand was born in the Netherlands in 1932 and has a history of nearly 100 years. Its soft candy products are known worldwide for their crispy outer and soft inner texture and pearl-like shape, making it the world’s second-largest soft candy brand and the third-largest gum brand. Since entering China, it has always been popular among young people. In 2021, Mentos released a new global brand slogan-“Yest To Fresh”, committed to bringing consumers a fresh and delicious taste impact, and encouraging young people to break out of stereotypes and try new things in life to gain unexpected cool experiences!

比巴卜品牌1978年在意大利誕生，品牌口號“吹出魔力”。1994年進入中國，以其魔力般的大泡泡，豐富美妙的口味，不斷推陳出新的產(chǎn)品及風(fēng)趣可愛的比巴卜精靈，伴隨著無數(shù)孩子的成長，留下了美好的童年記憶。

Big Babol brand was born in Italy in 1978, with the brand slogan “Blow Magic”. Entering China in 1994, it has accompanied the growth of countless children with its magical big bubbles, rich and wonderful flavors, continuous product innovation, and the funny and lovely Big Babol fairies, leaving behind beautiful childhood memories.

Q3：作為資深營銷人，在抖音剛剛興起，還未成為全民平臺，大多數(shù)品牌對“潑天的富貴”還懵懂無知的時候，您就已經(jīng)帶領(lǐng)阿爾卑斯品牌以短視頻自來水為契機，借勢進行了一系列的營銷活動。您是如何洞察這種行業(yè)變化并積極做出應(yīng)對的？

As a senior marketer, when TikTok was just emerging and not yet a national platform, and most brands were still ignorant of the “immense wealth” it offered, you have already led the Alpenliebe brand to seize the opportunity of short video trends, leveraging the momentum to carry out a series of marketing activities. How did you perceive these industry changes and actively respond to them?

2019年是我接受任命回國的第一年，那時的感覺可以用一首歌來形容——最熟悉的陌生人。國內(nèi)的媒體環(huán)境變化太快了，新的應(yīng)用和技術(shù)手段催生出新的場景，我就每天自己刷，自己學(xué)習(xí)，去看消費者、尤其是年輕消費者在看什么平臺、什么內(nèi)容。因為無論在哪里，無論時代如何變化，對營銷來說唯一不變的就是去貼近和觀察消費者，因為只有正確的認知才能產(chǎn)生真正的洞察和創(chuàng)意。

The year 2019 was my first year back in China after accepting the appointment, and the feeling at that time can be described by a song “The Most Familiar Stranger”. The media environment in China changed too fast, with new applications and technical means giving birth to new scenarios, so I browsed it myself every day, learned by myself, and observed what consumers, especially young consumers, were watching on what platforms and what content. Because no matter where you are or how the times change, the only constant in marketing is to get close to and observe consumers, because only the correct cognition can produce real insights and creativity.

我們的抖音營銷起源于19年某天刷抖音的過程中，我看到年輕人中流行一種#袖口禮物 挑戰(zhàn)，就想到我們的阿爾卑斯棒棒糖串非常適合，于是叫團隊立馬找KOL下brief，當(dāng)時是根據(jù)不同地域找了東南西北四個大V，讓他們先參加挑戰(zhàn)來帶動年輕人一起，后來不但普通消費者和KOL加入了，連明星和名人也有加入，總計收獲超過12億的曝光。之后還有從#秋天第一杯奶茶 得到靈感，用我們的棒棒糖串做背帶和各種東西如常溫奶、娃哈哈AD鈣奶等等相結(jié)合DIY成包包的#秋天第一個包 。以及21年《街舞》火爆時，為擴大#王一博同款棒棒糖 的流量紅利，我指導(dǎo)團隊迅速反應(yīng)簽約王一博戰(zhàn)隊6位選手，通過HIPPOP舞蹈接力演繹了#街舞必備棒棒糖 。

Our TikTok marketing originated from one day in 2019 when I was browsing TikTok and saw that young people were popular with the #MyCuffSurprise challenge. I thought our Alpenliebe lollipop strips were very suitable, so I asked the team to immediately brief KOLs. At that time, we found four KOLs from the southeast, north, and west according to different regions to let them participate in the challenge first to drive young people together. Later, not only ordinary consumers and KOLs joined, but also celebrities and influencers, with a total exposure of over 1.2 billion. After that, we were inspired by #TheFirstCupOfMilkTeaInAutumn and used our lollipop strips as straps combined with various items like milk and Wahaha AD calcium milk to DIY bags called #TheFirstBagInAutumn. And when Street Dance was popular in 2021, to expand the traffic dividends of #SameLollipopAsYiboWang, I led the team to quickly respond and sign up six players from Yibo Wang’s team, interpreting #EssentialLollipopForStreetDance through HIPPOP dance relay.

這都是近距離觀察年輕人的喜好后，結(jié)合產(chǎn)品特性想出來的idea。那時的抖音還是有非常多原生熱點的，看到適合的就要把握住機會立即行動。

These are all ideas that came from closely observing young people’s preferences and combining product features. At that time, TikTok still had a lot of original hot topics, and when we saw suitable ones, we had to seize the opportunity and act immediately.

Q4：這次亮相艾菲全球嘉年華的珍寶珠美樂笛音樂棒棒糖和泡泡糖夾心棒棒糖基于怎樣的洞察推出了這樣兩款明星產(chǎn)品？珍寶珠作為一個66年的老品牌，一直能夠保持活力與消費者無代際交流的秘籍是什么呢？

The two star products, Chupa Chups Melody Music Lollipop and Bubble Gum Filled Lollipop that appeared at the 2024 Effie Internatinal Festival are launched based on what insights? As a 66-year-old brand, what is the secret to Chupa Chups’ continued vitality and intergenerational communication with consumers?

美樂笛音樂棒棒糖是一款可以邊吃邊吹出音樂的棒棒糖，而泡泡糖夾心棒棒糖則是可以邊吃糖邊吹泡泡，兩者的共同點是都針對糖果本身開發(fā)出了可玩性，既是糖果又可以當(dāng)玩具。新一代的年輕消費者都是在互聯(lián)網(wǎng)上長大的，他們既要好吃，又求新求變，所以單純的好吃是不能滿足他們的。

The Melody Music Lollipop is a lollipop that can play music while eating, and the Bubble Gum Filled Lollipop is a lollipop that can blow bubbles while eating. The common point of the two is that they have developed playability based on the candy itself, serving both as candy and as toys. The new generation of young consumers grew up on the internet, demanding not only good taste but also novelty and change, so good taste alone cannot satisfy them.

而珍寶珠這個品牌繼承了西班牙藝術(shù)家達利有趣潮酷的調(diào)性，口號就是“珍能樂不?！薄Ｎ覀円恢币詠淼牟呗跃褪呛湍贻p人在一起，不斷在產(chǎn)品開發(fā)和溝通宣傳上大膽創(chuàng)新，給年輕人帶來他們喜聞樂見的新奇體驗，讓他們覺得珍寶珠是個非常懂他們的品牌，我想這就是我們的品牌能保持活力的原因吧。

The Chupa Chups brand inherits the interesting, trendy, and cool tone of Spanish artist Dali, with the slogan “Forever Fun”. Our consistent strategy has been to stay with the young people, continuously daring to innovate in product development and communication promotion, bringing novel experiences that young people enjoy, making them feel that Chupa Chups is a brand that truly understands them. I think this is the reason why our brand can maintain its vitality.

Q5：您作為艾菲獎終審評委主席，在今年的案例中看到了哪些實效新趨勢呢？

As the Jury Head in the final judging session of the Effie Awards Greater China, what new trends have you seen in this year’s cases in terms of effectiveness?

今年的案例可以看到很多從流量思維回歸理性的案例，有很多案例都是以扎實的消費者調(diào)研和洞察為基礎(chǔ)，以建設(shè)品牌而不是一味追求流量為目標。因為做營銷最重要的還是要做品牌，著眼消費者的需求才能長久。

This year’s cases show many examples returning to rationality from a traffic mindset, with many based on solid consumer research and insights, aiming to build brands rather than just pursuing traffic. Because the most important thing in marketing is still to build the brand, focusing on consumer needs for the long term.

Q6：不凡帝此次艾菲獎入圍案例剖析。

Analysis of Perfetti Van Melle’s case that was selected as the Effie Awards finalist this year.

這次入圍艾菲獎的是珍寶珠“萬物皆可FUN”營銷活動。珍寶珠作為不凡帝中國旗下第二大品牌，雖然進入中國多年，但知名度一直只在幾個沿海省份較高。今年恰逢珍寶珠中文logo煥新，所以我們想借助營銷活動提升在青少年中的品牌認知度。

從全球范圍來講，珍寶珠的目標人群都是13-19歲的青少年，涵蓋了初中到大學(xué)的學(xué)生群體。大部分中國的青少年都有非常大的考試壓力，中間又夾雜著青春期，其實是有很多情緒需要一個發(fā)泄的出口的，所以今年互聯(lián)網(wǎng)上有一個熱詞叫“發(fā)瘋”。熱劇里有“發(fā)瘋”角色，生活里有“發(fā)瘋”文學(xué)。而珍寶珠的口號是forever fun, FUN和“瘋”正好是諧音。于是我們用“萬物皆可FUN”為主題，找了路人緣和綜藝感都非常強的范丞丞作為代言人。先以工作群聊泄露00后打工人整頓職場的發(fā)瘋內(nèi)容如“代言人改名”等作為切入點制作了3支病毒視頻作為預(yù)熱。

再由代言人演繹“發(fā)瘋”視頻，通過精準的媒介投放策略吸引粉絲和路人粉。整波活動線上落地天貓歡聚日，是糖果行業(yè)目前唯一一個，也是首個歡聚日。線下則與7個城市的2000多家便利店合作開展“發(fā)瘋”式包店合作。全鏈路的宣傳結(jié)合全鏈路的銷售落地，讓這波活動既受目標人群的好評，又收獲了銷量的增長。

The Chupa Chups “Everything Can Be Crazy(FUN)” marketing campaign was nominated for the Effie Award. As the second-largest brand under Perfetti Van Melle China, although it has been in China for many years, its popularity has always been higher only in a few coastal provinces. This year coincides with the renewal of Chupa Chups’ Chinese logo, so we wanted to use the marketing campaign to increase brand awareness among teenagers. Globally, Chupa Chups targets teenagers aged 13-19, covering students from middle school to university. Most Chinese teenagers face tremendous exam pressure, mixed with adolescence, and actually have many emotions that need an outlet, so there is a buzzword on the internet this year called “going crazy”. There are “crazy” characters in hit dramas and “crazy” literature in life. Chupa Chups’ slogan is forever fun, and FUN is a homophone with “crazy”. So we used “Everything Can Be Crazy(FUN)” as the theme and chose Chengcheng Fan, who is very popular and has a strong variety show sense, as the spokesperson. We first produced three viral videos as a warm-up, using the leaked “crazy” content of post-00s workers regulating the workplace in work group chats, such as “spokesperson name change”. Then, the spokesperson performed “crazy” videos, attracting fans and passers-by with precise media placement strategies. The entire campaign was launched online on Tmall Gathering Day, the only one in the candy industry and the first of its kind. Offline, it cooperated with more than 2,000 convenience stores in seven cities to carry out “crazy” store packaging cooperation. The whole chain of promotion combined with the whole chain of sales implementation made this campaign well-received by the target audience and also achieved an increase in sales volume.