May the fridge be with you: How Aqua is setting itself apart in white goods

TOKYO - With The Force Awakens about to premiere in Asia, Haier recently unveiled a range of Star Wars-themed products for its Aqua brand in Japan, including a moving replica R2-D2 refrigerator. Campaign spoke to the CEO and CMO about the value of investing in the franchise, and about the company’s broader goals to move white goods from commodities to objects of desire.