Ferrero Rocher Hong Kong
During the holiday season, Ferrero Rocher (one of the leading confectionary brands in Asia) regularly holds retail pop-ups in major malls across the region. But with growing competition in the category, we encouraged the iconic & global 74 year old Italian brand to take a different approach, instead of the usual over-sized Ferrero Rocher Display and retail combo. What if the retail pop-up was actually a fashion show? and what it was centred around a glorious dress inspired by Ferrero Rocher itself?
Ferrero loved the idea. So we approached iconic Hong Kong fashion design Vivienne Tam to work with the Italian chocolate maker on a first-of-its-kind collaboration for both brands. The collaboration will entail Tam designing a dress that brings to life the spirit of Ferrero Rocher, accompanied by a limited edition chocolate gift pack. Ferrero Rocher is about craftsmanship and details. This collaboration not only demonstrates the brand spirit but also brings consumers a tasty-fashion journey.
The brief for the dress was to create something that reflected the chocolate brand’s heritage and respect for tradition and craftsmanship. The result is a sumptuous gown in golds and browns, with a full skirt, and layered crinkled gold fabric details. The final result was showcased at a one of a kind “Golden Couture” pop-up store at one of the top malls in Causeway Bay, on Hong Kong Island “Hysan Place” for an entire month.
In addition to the display of a tailor-made Ferrero Rocher Haute Couture designed by Vivienne Tam, exclusive sale of Ferrero Rocher x Vivienne Tam Limited-edition Gift Pack and an array of limited-edition Ferrero praline collection, personalized leather tag monogram service and a Live demonstration of Ferrero Rocher chocolate-making, the activation also included live Ferrero Rocher inspired fashion sketches for customers as a unique branded giveaway.
To further extend the reach and brand engagement we reached out to the Hong Kong school of fashion and asked 5 of the top talent to also create limited edition dresses for Ferrero Rocher that were on display at the “Golden Couture” pop-up. We asked our customers to vote during the exhibition on their favourite design online and the one with the most votes was awarded a fashion scholarship and internship with Vivienne Tam.
