The Year of the has begun! The Snake is the sixth animal in the Chinese zodiac and is associated with qualities like wisdom, intuition, and analytical thinking. For brands and organisations celebrating Lunar New Year, there is a wonderful opportunity to embrace the themes and traditions tied to this symbol and generate goodwill among those celebrating!
Australia is home to huge numbers of people celebrating Lunar New Year, including Chinese (2.1 Million), South Koreans (103,000), Japanese (78,000), Vietnamese (350,000), Singaporean (61,000) and Thai (92,000) among others. In fact, Australia is home to the biggest Lunar New Year celebrations in the world outside Asia – with an estimated 1.5 Million people attending celebrations in Sydney alone!
(Source: Freepik)
Marketing Strategies for the Year of the Snake
For multicultural marketing campaigns, aligning messaging and visuals with the Snake’s cultural themes can help resonate with audiences who celebrate. Here are some ideas to consider:
- Messaging Themes: Focus on transformation, wisdom, elegance and growth—qualities the Snake embodies.
Johnnie Walker’s limited edition Whiskey is a perfect example of incorporating these motifs. The imagery of a snake emerging from an entangled bunch of snakes and flowers puts forth the notion of change, renewal and looking forward to the upcoming year in spite of previous difficulties.
The sleek yet colourful design also works well with the luxurious image of the Blue Label, making it appear modern whilst still retaining traditional stylistic elements!
- Product Customisation: Offer limited-edition products inspired by the Year of the Snake. For instance, consider packaging designs with elegant, snake-inspired patterns or red and gold colours, which are considered lucky.
This limited-edition Snake design donut from Krispy Creme Japan is a great example of incorporating the Year of the Snake into your branding seamlessly. It is a simple treat that is certain to get customers excited!
(Source: Adidas)
Another amazing example is Adidas’ yearly release of themed shoes. The design incorporates the colour red and a snake in the insole. This yearly limited release is known for generating lots of anticipation as sneakerheads eagerly wait for the design to be unveiled! It is priced slightly higher than similar styles, keeping it accessible whilst making it feel more luxurious.
- Lunar New Year Campaigns: Highlight the Snake in your Lunar New Year advertisements. Pair it with festive traditions like red envelopes, lanterns, and family reunions to connect authentically with audiences celebrating the holiday.
To celebrate the Year of the Snake, Coca Cola decided to release three limited-edition can designs that showcase Lunar New Year’s vibrant fireworks! They also held a pop-up stand where participants could create mementos for friends and family using calligraphy, showing the brand’s awareness of the importance of community and traditional designs throughout the holiday.
(Source: Branding in Asia)
(Source: Branding in Asia)
- Always Remember to Remain Respectful and Authentic!
Whilst being innovative is always appreciated, it is crucial that your branding feels authentic and remains respectful to those celebrating. Before making any designs, ensure that it represents the cultures of those celebrating Lunar New Year well. It is also important to choose products and campaigns that align with your brand’s current messaging and history, helping to avoid making any new releases feel like a cash-grab.
There are many ways your brand can connect with Asian audiences during this time by incorporating the Year of the Snake in your marketing! For more tips and ideas on how to celebrate the Year of the Snake, contact MultiConnexions.