“This time, Pechoin hit the bullseye!” “They acted quickly, ‘Fan Hua (Blossoms Shanghai)’ was officially announced right after the finale”…
Recently, with its meticulous and timeless script, cinematic visuals, and vivid character portrayals, the Chinese TV drama “Blossoms Shanghai” set against the backdrop of the fierce business competition in 1990s Shanghai, has become the hottest drama of the year 2024. Equally talked about is the local Shanghai beauty brand Pechoin.
Whether it’s the authentic Shanghai dialect advertisements, the “lucky stickers” that complement the storyline, or the announcement that the actress Xin Zhilei, who plays Li Li in “Blossoms Shanghai ,” is the brand ambassador, every step Pechoin has taken at the beginning of 2024 can be described as rapid and precise.
The Rise of Pechoin in “Blossoms Shanghai “
Outstanding marketing requires a seamless and fitting integration, and the same goes for product placements. Selecting a TV drama that aligns with the brand image and tone is a crucial step.
The TV drama “Blossoms Shanghai ” is set in early 1990s Shanghai, where the protagonist, A Bao, experiences the ups and downs of the business world and eventually leaves behind a legendary story among the young entrepreneurs of Shanghai. The distinctive Shanghai style and the energetic Shanghai dialect in the drama have fascinated countless viewers.
Pechoin also carries a deep imprint of Shanghai. Established in 1931 as an authentic Shanghai brand, the “ling” character in the brand name comes from the homophony of the Shanghai phrase “ling guang,” meaning “smart and competent”. At its inception, Pechoin gained popularity among many Shanghai socialites due to its excellent product quality and appearance. It quickly became a hit in Shanghai, and its classic products like the “little iron box” gained popularity nationwide.
The rise of local Shanghai brands like Pechoin marked the beginning of Shanghai leading the fashion industry in China, setting a benchmark for Chinese brands’ breakthroughs in the present day.
Furthermore, the era in “Blossoms Shanghai ,” dominated by foreign brands, cleverly reflects the fate of domestic beauty brands like Pechoin, evoking a sense of emotion.
At that time, wealthy people in Shanghai pursued international luxury brands, and domestic brands like Sanyang had no attention. It wasn’t until the protagonist, Bao Zong, utilized the “star effect” by inviting the popular celebrity Fei Xiang, that Sanyang suddenly became famous overnight.
Similarly, the rise of domestic beauty brands like Pechoin was the result of continuous brand, product, and channel development over years and days, which eventually allowed them to compete with foreign brands, in line with the awakening of Chinese culture and national confidence.
Therefore, “Blossoms Shanghai ” and Pechoin not only share similarities in terms of region and tone, but people can also see the perseverance and progress of “Pechoins” in the drama, adding a deeper meaning and significance to this marketing campaign.
Shanghai Dialect Advertisements Triumph in a Surprising Way: Heavyweight Announcement of Xin Zhilei as the Brand Ambassador
Apart from the mutual resonance in their core values, Pechoin has also made several innovations in the way they integrated their brand into “Blossoms Shanghai .”
Rather than traditional patch-style advertisements, Pechoin boldly used the Shanghai dialect as the monologue for their commercials, combining the characteristics of the TV drama and the brand. They effectively conveyed the brand and product information to consumers through a warm and relatable language.
Additionally, Pechoin transformed the commonly seen “creative on-screen strips” into the shape of lucky stickers. With the clever design of neon light strips surrounding the stickers, they created an atmosphere that was interesting or touching, depending on the progress of the storyline. This not only reinforced the product positioning but also gave the advertisements vitality, evoking emotional resonance from the audience.
In addition to innovative forms of marketing, leveraging popular dramas and trending events often yields significant results. However, it also demands a higher level of decisiveness and insight from the brand.
Pechoin once again demonstrated its decisiveness. Shortly after the premiere of “Blossoms Shanghai ,” Pechoin announced actress Xin Zhilei, one of the outstanding female leads in the drama, as their brand ambassador. Industry insiders praised Pechoin’s speed and precise choice of spokesperson, saying that they perfectly captured the essence while maintaining their brand identity.
In fact, not long after the premiere of “Blossoms Shanghai ,” Xin Zhilei became one of the most eye-catching focal points of the drama due to her delicate and precise portrayal of the character Li Li. Many viewers exclaimed that Xin Zhilei brought the complex and multifaceted Li Li to life. Moreover, terms like Xin Zhilei’s acting skills continuously dominated the hot search rankings.
Furthermore, Xin Zhilei’s elegant temperament and unique acting style align perfectly with Pechoin’s brandvalues and positioning. This strategic move not only capitalizes on the popularity of “Blossoms Shanghai ” but also enhances Pechoin’s brand image and credibility.
Transcending nearly a century of profound history, Pechoin, which constantly reinvents itself, has also ushered in its own flourishing journey.
