Pictured: Mauro De Felip, General Manager of Ferrero China and Qiu Yue, Director of Tmall Food Retailing kicks off “Ferrero Golden Wonderland” event

As the New Year approaches, world-renowned Italian chocolate maker Ferrero today launched the “Ferrero Golden Wonderland” event at BUND ONE Art Museum in Shanghai. The immersive and interactive show portrays four countries’ New Year scenes and enables Chinese consumers to begin their global journey and enjoy a creative and unparalleled sensory experience. At the same time, several Ferrero Rocher New Year limited edition packs are exclusively launched on Tmall platform. By integrating elements of multiple foreign countries’ festivals, these packs, made by Italian craftsmanship, bring Ferrero’s festive wishes to consumers. Mauro De Felip, General Manager of Ferrero China and Qiu Yue, Director of Tmall Food Retailing attended the event and together kicked off Ferrero’s New Year Wonderland trip.

The “Ferrero Golden Wonderland” brings the unique New Year themed experience of four countries to enable visitors to feel as if they were visiting the classic and artistic Leaning Tower of Pisa, walking on a dynamic summer beach in Australia, watching the romantic aurora borealis in Iceland and wandering through the modern streets of New York City. The immersive interactive experience presented by the professional team compels the audience to no longer be just bystanders, but also creators of adventures. They will be deeply engaged and have an immersive experience of celebration in four countries without leaving China. This immersive show is composed of rich elements such as dance, music, light and shadow, bringing the audience a unique sensory experience and deep engagement.

Pictured: Ferrero Golden Wonderland created four countries’ New Year Wonderland trip

Christmas and New Year have always been an important moment for people to gather and connect. For young Chinese consumers, the New Year season is also a unique occasion to travel to their favorite countries with family and friends. With the festive season falling under the cloud of the Covid-19 pandemic this year, people are not able to travel abroad to experience the festival atmosphere and participate in celebration in foreign countries. Ferrero has deeply grasped the needs of the young generation and created the Golden Wonderland this year to bring the festival atmosphere to China, so that young consumers can enjoy the overseas festival customs without traveling.

“Ferrero cherishes the festivals’ emotional value to people and hopes to make Ferrero a bridge that connects people and conveys their feelings. Ferrero integrates its heartfelt and sweet wishes with various countries’ festival atmosphere at this event, hoping to bring fantasy experiences to young consumers and to better communicate with them and understand their needs,” said Mauro De Felip, General Manager of Ferrero China. “Meanwhile, as an important part of Ferrero's digital transformation strategy, we chose to launch the Ferrero Rocher limited edition New Year packs exclusively on Tmall, which will also help us better reach young consumers.”

Pictured: Ferrero Rocher limited edition New Year packs

In addition to the immersive offline event, Ferrero has also provided an online experience of the global festival tour, offering consumers diverse New Year surprises through the integration of online and offline channels. For consumers unable to participate in the offline event in person, they can open a virtual Grand Rocher “blind-box” on the online event page, to randomly unlock a foreign country’s festival scene animation created by a cutting-edge illustrator and experience their delightful journey. In addition, Ferrero Rocher limited edition New Year packs also adopt the special festival illustrations, to bring consumers the wonderful experience of the global festival tour combined with Ferrero’s best wishes.

Continuing the previous ingenious ideas of Ferrero's activities such as “193 Moons for You”, Ferrero continues to invest in the festival market, launching special festival packs in addition to the regular gift boxes. By injecting new vitality to the festivals, Ferrero be able to reach young consumers in a way that echoes their spirits.

[Images via Ferrero China]