As one of the traditional New Year's goods, candy is an indispensable sweet taste during the Spring Festival. How to start the Spring Festival campaign is very important for candy brands. Now, this Spring Festival marketing feast has come to an end, and brands have also handed over their own answers, and all of them are remarkable, but Nashi found that most brands still have not jumped out of the inertia of the main New Year's reunion scene, and similar marketing content is difficult to touch the hearts of young people. How can brands jump out of the same marketing content and let the audience feel the brand temperature?How can we take advantage of the Spring Festival marketing to promote brand value?
The golden snub-nosed monkey's answer to this question may be clearer. In the past Spring Festival marketing feast, the national brand Golden Monkey continued the core proposition of "sweetness with time" in the past"To everyone who comes home, a piece of candy".A series of warm, in-depth and participatory marketing content has been created for the theme, so that the golden monkey has once again become a continuation of the public's emotions, bringing the diffusion of brand voice while continuing to enhance the public's goodwill towards the brand. 
Gain insight into social sentimentShare sweet moments with a "Reward with a Candy".The past year has been an extraordinary year, and many people have taken "anxiety", "exhaustion" and "uncertainty" as the keywords for 2023. In 2023, the world we live in is in the midst of great changes and is also experiencing unpredictable twists and turns, and people are more eager than ever to add some "sweetness" to their lives. After an accurate insight into this social sentiment,Focusing on the brand proposition of "Sweetness with Time", the national brand Golden Monkey launched a TVC - "Reward a Candy" to bring consumers a different "sweet time".
In this TVC, the golden snub-nosed monkey connects six small stories in the lives of the old, middle-aged and young generations, and "rewards a piece of sugar" to themselves who are busy, struggling, strong, and going home...These strange and familiar scenes firmly grasp the emotional resonance of the public. At the same time, there is the presence of golden monkey candy in every little story. Nashi believes that in these stories, the golden monkey candy plays a special role, it is the transmitter of emotions between people, but also the witness. Whether it is in the face of difficulties or joy, the golden monkey carries the "sweet time" between people and their families and friends. Although this TVC has no traffic stars and no fancy shooting techniques, it still reveals true feelings and makes people feel the meaning of life. In Nashi's view, behind the Golden Monkey's "Reward a Candy" is not only the reach of the Golden Monkey brand's Spring Festival traffic highland, but also its deep insight into social emotions, which makes people deeply feel the temperature of the Golden Monkey brand, which is also invisibly deepened"Sweet with time".brand proposition to create a stronger emotional connection with consumers. 
Grab the homecoming sceneThe golden monkey makes sweetness palpableAccording to Bourdieu's "field theory", the public will constitute a "field" under the influence of major events and emotions experienced together. As an important festival, the common national sentiment of the Chinese people under the Spring Festival node provides a rare "marketing field" for the brand to break the circle. Although the Spring Festival marketing traffic is huge, in the homogeneous and commercialized Spring Festival marketing, how to improve the visibility and clarity of the brand in the Spring Festival marketing, the golden monkey gave its own way to break the game:Seize the scene of going home, cover the behavior trajectory of the public going home during the Spring Festival, and "reward everyone who goes home with a piece of candy".
During the warm-up period, the golden monkey teamed up with the Ctrip platform to "reward a piece of sugar" to those who were going home. On the one hand, the golden monkey uses the form of opening screen and content recommendation on the Ctrip platform to maximize the "reward a candy for you who go home" activity; On the other hand,Golden snub-nosed monkey prepared 18,888 New Year's sweet candy gifts, in Chengdu, Zhengzhou, Wuhan three cities of users to book Ctrip airport pick-up products, that is, the opportunity to take a sweet car, harvest the golden monkey New Year's sweet candy, let the golden monkey accompany everyone on the way home.
Focusing on the people who have gone home, the golden monkey conveys the brand proposition of "to you who go home, reward a piece of candy" in the cinema and community garage around the community, conducts an emotional exchange and dialogue with the target group, and uses the community to empower e-commerce drainage, so that the sweet brand image of the golden monkey is planted in the hearts of the audience, and then promotes smooth and strong consumption motivation.
For people who have been at home, the golden monkey uses trendy media, Xiaomi TV opening screen, community turnstile advertising, etc., to accurately cover the community population, form a more targeted marketing communication to seize the user's mind, and let everyone perceive the sweet emotion of the golden monkey "Give you back home, reward a piece of sugar".
It can be seen that through the all-round integration of Ctrip, surrounding cinemas, community garages, ladder media and other fields, and deeply implanted in the path of consumers returning home during the Spring Festival, the golden monkey has created a "traffic field" that connects brands, consumers and the Spring Festival, so as to imprint the golden monkey in the minds of consumers"Sweet ExplorerThe brand image has injected strong potential energy into the brand's Spring Festival sales. It is worth mentioning that in this process, the golden monkey has also jumped out of the simple marketing category, which is more socially significant, which helps to enhance the public's brand favorability. 
Win the Spring Festival candy marketThe national brand lets the world share the sweetnessLooking back on the history of the golden monkey for more than 30 years, the golden monkey food has experienced multiple industry changes, the rise of new consumer groups, and drastic changes in new consumption scenes, etc., not only did not "lose its voice" in the market, but made the brand change from "the sweet memory of a generation" to "a sweet culture that can be inherited", and accompanied generations of consumers. As an industry leaderIn order to continue to let consumers enjoy the sweet taste, on the basis of accurate insight into health trends, Golden Monkey has launched innovative products such as "fruit juice pinching", pure fat merissu, and 0 sucrose high-protein milk candy, which is commendable for a domestic brand of more than 30 years. In addition to internal product innovation, Golden Monkey also keeps in mind the responsibility and responsibility of the national brand to bring more "sweet time" to people. During the Spring Festival, the Golden Monkey brand also visited the guardians of urban culture who could not return home, although they came from different industries and played different ordinary roles in life, but because of their common adherence to their posts, they became "guardians" worthy of tribute. Golden snub-nosed monkey to"For you who stick to your home, you will be rewarded with a piece of sugar".In order to advocate and "reward a piece of sugar" for the people who stick to their posts, it also makes people feel the care and temperature of the brand.
In addition, the golden snub-nosed monkey is also known for:"New Year's Guardian Ambassador".Together with the Henan Spring Festival Gala, the hero post is widely spread to invite Internet celebrities, netizens and fans of David River to find the lost flavor of the New Year, dig out every sweet moment in life, and pass on the sweet culture to the public, so that the brand concept and blessings are more concrete and long-tail effect. 
Driven by innovation to share the sweet taste, to tap every sweet time to achieve the synchronous transmission of brand voice and social value, Golden Monkey not only brings consumers a healthier and more diversified product choice, but also creates an unforgettable sweet time for people, which is undoubtedly further consolidated"Sweet Culture Advocate".The leading position of the golden monkey in the industry also makes people fully aware of the responsibility and responsibility of the golden monkey as a national brand.
For a national brand, the purpose of marketing is not only to create voice or sales conversion, but also to think about how to bring new value to the industry, so that every brand marketing can become a reference. Judging from the marketing of the Spring Festival of the golden monkey this time, to"For you who come home, you will be rewarded with a piece of candy"!The theme of the Spring Festival marketing is not only a deep insight into the public social mood, but also a reflection and attention to the current social reality, so as to upgrade a Spring Festival marketing to a socialization strategy to help "sweet cultural inheritance", which is not only a sense of social mission and humanistic care, but also an upgrade from business to society from a brand perspective, allowing us to see the marketing secrets of the golden monkey in the Spring Festival marketing feast. From this point of view, the future of the national brand Golden Monkey is also more worth looking forward to.