Benjamin Li
Mar 10, 2011

Taiwanese snack brand Ganso enlists O&M for rebranding project

TAIPEI - Leading Taiwanese snack food company Ganso has awarded Ogilvy & Mather Taiwan its rebranding assignment without a pitch.

Ganso enlists O&M to rejuvenate brand positioning
Ganso enlists O&M to rejuvenate brand positioning

The marketing campaign will run across Taiwan and Mainland China.

Previously Ganso worked with smaller local agencies and freelancers to develop communication initiatives. Ogilvy & Mather will aim to transform Ganso’s brand positioning from a snack food company of choice during the gift giving festive season to ‘the preferred company’ all year round.

Ogilvy & Mather’s first branding initiative for Ganso is slated to launch across China and Taiwan in April this year. The agency has also been tasked with developing three festive campaigns, including Dragon Boat, Moon Festival and Chinese New Year in 2012 to 2013.

Ganso is one of Taiwan’s most established snack food companies and has been around in China for for 18 years. China now accounts for almost 80 per cent of its total business.

"We’re delighted to be partnering with Ganso during this exciting period of brand transformation,”
said Eric Huang, chief executive officer at Ogilvy & Mather Taiwan. "In order for Ganso to continue on its growth trajectory, it must ensure its offering and brand positioning is relevant to the younger generation of Chinese consumers who perhaps place less emphasis on the traditions of gift giving during the festive season.”


 

Source:
Campaign China

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