艾菲对话 | 不凡帝范梅勒全佳欣：回归品牌本质，以创意驱动长效增长

9月22日-9月24日艾菲全球嘉年华盛大举办，珍宝珠携手美乐笛音乐棒棒糖、泡泡糖夹心棒棒糖亮相嘉年华品牌市集，通过强视觉展示珍宝珠展台吸引了一众嘉宾和观众前来打卡。

From September 22nd to September 24th, 2024 Effie International Festival was grandly held. Chupa Chups Melody Music Lollipops and Bubble Gum Filled Lollipops, made a splash at the Carnival’s brand market, attracting a crowd of guests and visitors to check in at the Chupa Chups booth with its strong visual display.

自2007年加入不凡帝范梅勒以来，全佳欣女士先后在中国、荷兰总部和巴西分公司担任重要管理层岗位，擅长精准抓住市场契机，通过营销和产品创新来驱动品牌生意和市场份额的增长。凭借扎实的专业背景与丰富的行业经验，她在品牌营销及电商业务方面展现出卓越的领导力和创新思维。凭借此，全佳欣获得艾菲年度营销人物并在本届大中华区艾菲奖终审中担任评委主席。

Since joining Perfetti Van Melle in 2007, Ms. Purple Quan has successively held critical management positions in China, at the group’s headquarters in the Netherlands and its operating company in Brazil. She is adept at seizing market opportunities and driving the growth of brand business and market share through marketing and product innovation. With a robust professional background and extensive industry experience, she exemplifies exceptional leadership and innovative thinking in both brand marketing and E-commerce. Due to this, Purple Quan was awarded 2024 Effie Awards Most Effective Practitioner and served as the Jury Head in the final judging session of the Effie Awards Greater China this year.

专访嘉宾Interview Guest

专访实录Interview Content

Q1：恭喜您登榜艾菲奖年度营销人物榜单，从07年入职不凡帝范梅勒，至今已经近18年了，这18年，糖果的定义、目标人群以及他们的触媒习惯已经发生了很大的变化，您认为在这个变化中不凡帝范梅勒主要商业挑战是什么？制定了哪些关键决策来应对挑战？

Congratulations on being listed as one of the Effie Awards Most Effective Practitioner of the Year. You have been with Perfetti Van Melle since 2007, and in these nearly 18 years, the definition of candy, the target audience, and their media consumption habits have changed significantly. What do you think are the main business challenges for Perfetti Van Melle in these changes? What key decisions have been made to meet these challenges?

阿尔卑斯是不凡帝中国旗下最大的品牌，作为伴随着中国80和90后成长的糖果品牌，既是业绩顶梁柱，也面临着形象老化的问题。曼妥思是不凡帝集团全球最大的品牌，但在中国竞争激烈的市场中一度面临双位数下跌。这两个可以说是我回国后面临的最大挑战。

Alpenliebe is the largest brand under Perfetti Van Melle China, and as a candy brand that has grown with China’s post-80s and post-90s generations, it is both a pillar of performance and faces the issue of aging image. Mentos is the largest brand globally within the Perfetti Van Melle Group, but it once faced double-digit decline in China’s highly competitive market. These two are arguably the biggest challenges I faced after returning to China.

对阿尔卑斯，我的策略是年轻人要抓，年长的人也不能放。当时的抖音还在平台成长期，是年轻人聚集的地方，人群还没有像现在这么宽泛。从2019年开始，我带领团队以一系列行业首创的借势热点的抖音营销，比如#我的袖口有礼物 ，不光吸引了年轻人，还吸引了很多明星和名人，比如刘宇宁、杨受成也加入了挑战。以及和王一博的街舞团队合作的#街舞必备棒棒糖 。此外，还有受#秋天第一杯奶茶 启发而来的#秋天第一个包 ，用了棒棒糖串包做包的背带，以及适合春节场景的#棒棒糖鞭炮 等。借助平台流量红利，把阿尔卑斯棒棒糖的受众群体从儿童拓展到年轻人。

For Alpenliebe, my strategy was to target young people while not neglecting the older demographic. At that time, TikTok was still in its growth phase, a gathering place for young people, with a less broad user base than it has now. Starting from 2019, I led the team in a series of industry-first TikTok marketing campaigns leveraging hot topics, such as #MyCuffSurprise, which not only attracted young people but also many celebrities and influencers, including Yu’ning Liu and Shoucheng Yang, who joined the challenge. We also collaborated with Yibo Wang’s street dance team on #EssentialLollipopForStreetDance. Additionally, inspired by #TheFirstCupOfMilkTeaInAutumn, we created #TheFirstBagInAutumn, using lollipop strips as bag straps. And for the Spring Festival, we had #Firecracker-likeLollipop, suitable for the festive scenario. By leveraging platform traffic dividends, we expanded the audience of Alpenliebe lollipops from children to young people.

对年长一些的人，用热点就不行了，要走心。以21年春节为原点，我为阿尔卑斯确立了“让心回家，为爱发颗糖”的春节营销口号，并以此为主题连续深耕四年，成了行业内唯一围绕同一主题持续进行春节营销的品牌。四年来品牌知名度和美誉度年年攀升，最近的24年春节营销战役让阿尔卑斯在消费者心中的UBA又大幅提升+16%，品牌喜爱度+2%、推荐度+3%、购买意愿+2%。

For the older demographic, hot topics won’t work; we need to touch their hearts. Taking the Spring Festival of 2021 as the starting point, I established the Spring Festival marketing slogan “Bring Hearts Home, Hand Out Candies for Love” for Alpenliebe, and have since then continuously focused on this theme for four years, becoming the only brand in the industry to persistently carry out Spring Festival marketing around the same theme. Over the four years, brand awareness and reputation have climbed year after year. The recent 2024 Spring Festival marketing campaign significantly increased Alpenliebe’s UBA in consumers’ minds by +16%, brand liking by +2%, recommendation by +3%, and purchase intention by +2%.

针对曼妥思，我的策略是用IP的力量渗透年轻人。作为行业内首个启用动漫IP进行全面深入合作的品牌，从2020年航海王开始，曼妥思不仅仅引领品类，第一个将IP形象印在包装上，还进一步结合动漫核心圈层和泛兴趣圈层的不同特性和媒体触点进行全方位IMC营销，与IP粉丝和泛粉丝同频共振。此后，我带领曼妥思团队持续挖掘年轻人的热爱，于24年5月成为国民游戏IP王者荣耀首个糖果品类合作品牌，上半年销量对比23年增长25%。虽经历三年疫情，曼妥思品牌整体实现了超过20%的逆势增长！

For Mentos, my strategy was to use the power of IPs to penetrate young people. As the first brand in the industry to fully cooperate with anime IPs, starting with One Piece in 2020, Mentos not only led the category by being the first to print IP images on packaging but also further combined the different characteristics and media touchpoints of the core anime community and the general interest community for a comprehensive IMC marketing campaign, resonating with IP fans and general fans. Later, I led Mentos to continue exploring young people’s passions and in May 2024, became the first candy brand to collaborate with the national game IP King of Glory, with sales in the first half of the year increasing by 25% compared to 2023. Despite three years of the pandemic, Mentos achieved a growth of over 20% against the trend!

Q2：能否向艾菲平台的朋友们介绍下不凡帝范梅勒旗下的主要品牌与产品线？

Could you introduce the main brands and product lines under Perfetti Van Melle?

不凡帝中国旗下有4大品牌：

Perfetti Van Melle China has 4 major Brands:

阿尔卑斯品牌1985年诞生于意大利，品牌口号“让心更近”。自1996年进入中国，品牌认知度高达100%，已经发展成为最具影响力的糖果领导品牌。经典的条糖和棒棒糖陪伴了一代又一代消费者成长，尤其棒棒糖长期稳居中国市场领导地位。阿尔卑斯一直致力于产品创新，2015年起，阿尔卑斯推出乐嚼Q凝胶糖果，成功进军啫喱糖品类。为了满足消费者健康化的需求，又在2023年成功上市了本土自主研发的第一款功能性软糖，一经上市就登上天猫双十一畅销榜单。

Alpenliebe brand was born in Italy in 1985, with the brand slogan “Bring Hearts Closer”. Since entering China in 1996, the brand awareness has reached 100%, and it has developed into the most influential candy leader brand. The classic sticks and lollipops have accompanied the growth of consumers from generation to generation, especially the lollipops, which have long held a leading position in China market. Alpenliebe has always been committed to product innovation. Since 2015, Alpenliebe has launched the Jelly Q jelly, successfully entering the jelly category. To meet consumers’ health needs, it also successfully launched its first domestically developed functional jelly in 2023, which immediately topped the Tmall Double 11 bestseller list after launching.

珍宝珠品牌1958年诞生于热情浪漫的西班牙，品牌口号“珍能乐不停”，是全球棒棒糖销量第一的品牌。创始人Enric Bernat的祖父Josep Bernat为了孩子们的吃糖卫生，发明了世界上第一支棒棒糖。1969年，由70年代著名超现实主义画家Salvador Dali设计传承至今的品牌标志性小雏菊LOGO，以简洁的花朵形象与鲜艳的色彩强化了年轻、快乐的品牌形象。珍宝珠先锋和潮酷的品牌调性一直延续至今，风靡全球164个国家。2020年珍宝珠酸条在中国上市，成为各渠道爆品。

Chupa Chups brand was born in passionate and romantic Spain in 1958, with the brand slogan “Forever Fun”, and is the world’s best-selling lollipop brand. The founder Enric Bernat’s grandfather, Josef Bernat, invented the world’s first lollipop for children’s candy hygiene. In 1969, the brand’s iconic daisy logo, which has been inherited to this day, was designed by the famous surrealist painter Salvador Dali of the 1970s. With its simple flower image and bright colors, it has strengthened the brand image of youth and happiness. The pioneering and trendy brand tone of Chupa Chups has continued to this day, sweeping 164 countries worldwide. In 2020, Chupa Chups Sour Belt was launched in China, becoming a bestseller in various channels.

曼妥思品牌诞生于1932年的荷兰，迄今有近100年的历史，软糖产品以其外脆内软的口感和珍珠般的外形而享誉全球159个国家和地区，是全球第二大软糖品牌，第三大口香糖品牌，进入中国以来一直深受年轻人的喜爱。2021年，曼妥思品牌在全球范围发布全新品牌口号 -“就要酷爽”，矢志为消费者带来清新美味的口感冲击，并鼓励年轻人跳出固化条框，在生活中做出新的尝试,收获意想不到的酷爽体验！

Mentos brand was born in the Netherlands in 1932 and has a history of nearly 100 years. Its soft candy products are known worldwide for their crispy outer and soft inner texture and pearl-like shape, making it the world’s second-largest soft candy brand and the third-largest gum brand. Since entering China, it has always been popular among young people. In 2021, Mentos released a new global brand slogan-“Yest To Fresh”, committed to bringing consumers a fresh and delicious taste impact, and encouraging young people to break out of stereotypes and try new things in life to gain unexpected cool experiences!

比巴卜品牌1978年在意大利诞生，品牌口号“吹出魔力”。1994年进入中国，以其魔力般的大泡泡，丰富美妙的口味，不断推陈出新的产品及风趣可爱的比巴卜精灵，伴随着无数孩子的成长，留下了美好的童年记忆。

Big Babol brand was born in Italy in 1978, with the brand slogan “Blow Magic”. Entering China in 1994, it has accompanied the growth of countless children with its magical big bubbles, rich and wonderful flavors, continuous product innovation, and the funny and lovely Big Babol fairies, leaving behind beautiful childhood memories.

Q3：作为资深营销人，在抖音刚刚兴起，还未成为全民平台，大多数品牌对“泼天的富贵”还懵懂无知的时候，您就已经带领阿尔卑斯品牌以短视频自来水为契机，借势进行了一系列的营销活动。您是如何洞察这种行业变化并积极做出应对的？

As a senior marketer, when TikTok was just emerging and not yet a national platform, and most brands were still ignorant of the “immense wealth” it offered, you have already led the Alpenliebe brand to seize the opportunity of short video trends, leveraging the momentum to carry out a series of marketing activities. How did you perceive these industry changes and actively respond to them?

2019年是我接受任命回国的第一年，那时的感觉可以用一首歌来形容——最熟悉的陌生人。国内的媒体环境变化太快了，新的应用和技术手段催生出新的场景，我就每天自己刷，自己学习，去看消费者、尤其是年轻消费者在看什么平台、什么内容。因为无论在哪里，无论时代如何变化，对营销来说唯一不变的就是去贴近和观察消费者，因为只有正确的认知才能产生真正的洞察和创意。

The year 2019 was my first year back in China after accepting the appointment, and the feeling at that time can be described by a song “The Most Familiar Stranger”. The media environment in China changed too fast, with new applications and technical means giving birth to new scenarios, so I browsed it myself every day, learned by myself, and observed what consumers, especially young consumers, were watching on what platforms and what content. Because no matter where you are or how the times change, the only constant in marketing is to get close to and observe consumers, because only the correct cognition can produce real insights and creativity.

我们的抖音营销起源于19年某天刷抖音的过程中，我看到年轻人中流行一种#袖口礼物 挑战，就想到我们的阿尔卑斯棒棒糖串非常适合，于是叫团队立马找KOL下brief，当时是根据不同地域找了东南西北四个大V，让他们先参加挑战来带动年轻人一起，后来不但普通消费者和KOL加入了，连明星和名人也有加入，总计收获超过12亿的曝光。之后还有从#秋天第一杯奶茶 得到灵感，用我们的棒棒糖串做背带和各种东西如常温奶、娃哈哈AD钙奶等等相结合DIY成包包的#秋天第一个包 。以及21年《街舞》火爆时，为扩大#王一博同款棒棒糖 的流量红利，我指导团队迅速反应签约王一博战队6位选手，通过HIPPOP舞蹈接力演绎了#街舞必备棒棒糖 。

Our TikTok marketing originated from one day in 2019 when I was browsing TikTok and saw that young people were popular with the #MyCuffSurprise challenge. I thought our Alpenliebe lollipop strips were very suitable, so I asked the team to immediately brief KOLs. At that time, we found four KOLs from the southeast, north, and west according to different regions to let them participate in the challenge first to drive young people together. Later, not only ordinary consumers and KOLs joined, but also celebrities and influencers, with a total exposure of over 1.2 billion. After that, we were inspired by #TheFirstCupOfMilkTeaInAutumn and used our lollipop strips as straps combined with various items like milk and Wahaha AD calcium milk to DIY bags called #TheFirstBagInAutumn. And when Street Dance was popular in 2021, to expand the traffic dividends of #SameLollipopAsYiboWang, I led the team to quickly respond and sign up six players from Yibo Wang’s team, interpreting #EssentialLollipopForStreetDance through HIPPOP dance relay.

这都是近距离观察年轻人的喜好后，结合产品特性想出来的idea。那时的抖音还是有非常多原生热点的，看到适合的就要把握住机会立即行动。

These are all ideas that came from closely observing young people’s preferences and combining product features. At that time, TikTok still had a lot of original hot topics, and when we saw suitable ones, we had to seize the opportunity and act immediately.

Q4：这次亮相艾菲全球嘉年华的珍宝珠美乐笛音乐棒棒糖和泡泡糖夹心棒棒糖基于怎样的洞察推出了这样两款明星产品？珍宝珠作为一个66年的老品牌，一直能够保持活力与消费者无代际交流的秘籍是什么呢？

The two star products, Chupa Chups Melody Music Lollipop and Bubble Gum Filled Lollipop that appeared at the 2024 Effie Internatinal Festival are launched based on what insights? As a 66-year-old brand, what is the secret to Chupa Chups’ continued vitality and intergenerational communication with consumers?

美乐笛音乐棒棒糖是一款可以边吃边吹出音乐的棒棒糖，而泡泡糖夹心棒棒糖则是可以边吃糖边吹泡泡，两者的共同点是都针对糖果本身开发出了可玩性，既是糖果又可以当玩具。新一代的年轻消费者都是在互联网上长大的，他们既要好吃，又求新求变，所以单纯的好吃是不能满足他们的。

The Melody Music Lollipop is a lollipop that can play music while eating, and the Bubble Gum Filled Lollipop is a lollipop that can blow bubbles while eating. The common point of the two is that they have developed playability based on the candy itself, serving both as candy and as toys. The new generation of young consumers grew up on the internet, demanding not only good taste but also novelty and change, so good taste alone cannot satisfy them.

而珍宝珠这个品牌继承了西班牙艺术家达利有趣潮酷的调性，口号就是“珍能乐不停”。我们一直以来的策略就是和年轻人在一起，不断在产品开发和沟通宣传上大胆创新，给年轻人带来他们喜闻乐见的新奇体验，让他们觉得珍宝珠是个非常懂他们的品牌，我想这就是我们的品牌能保持活力的原因吧。

The Chupa Chups brand inherits the interesting, trendy, and cool tone of Spanish artist Dali, with the slogan “Forever Fun”. Our consistent strategy has been to stay with the young people, continuously daring to innovate in product development and communication promotion, bringing novel experiences that young people enjoy, making them feel that Chupa Chups is a brand that truly understands them. I think this is the reason why our brand can maintain its vitality.

Q5：您作为艾菲奖终审评委主席，在今年的案例中看到了哪些实效新趋势呢？

As the Jury Head in the final judging session of the Effie Awards Greater China, what new trends have you seen in this year’s cases in terms of effectiveness?

今年的案例可以看到很多从流量思维回归理性的案例，有很多案例都是以扎实的消费者调研和洞察为基础，以建设品牌而不是一味追求流量为目标。因为做营销最重要的还是要做品牌，着眼消费者的需求才能长久。

This year’s cases show many examples returning to rationality from a traffic mindset, with many based on solid consumer research and insights, aiming to build brands rather than just pursuing traffic. Because the most important thing in marketing is still to build the brand, focusing on consumer needs for the long term.

Q6：不凡帝此次艾菲奖入围案例剖析。

Analysis of Perfetti Van Melle’s case that was selected as the Effie Awards finalist this year.

这次入围艾菲奖的是珍宝珠“万物皆可FUN”营销活动。珍宝珠作为不凡帝中国旗下第二大品牌，虽然进入中国多年，但知名度一直只在几个沿海省份较高。今年恰逢珍宝珠中文logo焕新，所以我们想借助营销活动提升在青少年中的品牌认知度。

从全球范围来讲，珍宝珠的目标人群都是13-19岁的青少年，涵盖了初中到大学的学生群体。大部分中国的青少年都有非常大的考试压力，中间又夹杂着青春期，其实是有很多情绪需要一个发泄的出口的，所以今年互联网上有一个热词叫“发疯”。热剧里有“发疯”角色，生活里有“发疯”文学。而珍宝珠的口号是forever fun, FUN和“疯”正好是谐音。于是我们用“万物皆可FUN”为主题，找了路人缘和综艺感都非常强的范丞丞作为代言人。先以工作群聊泄露00后打工人整顿职场的发疯内容如“代言人改名”等作为切入点制作了3支病毒视频作为预热。

再由代言人演绎“发疯”视频，通过精准的媒介投放策略吸引粉丝和路人粉。整波活动线上落地天猫欢聚日，是糖果行业目前唯一一个，也是首个欢聚日。线下则与7个城市的2000多家便利店合作开展“发疯”式包店合作。全链路的宣传结合全链路的销售落地，让这波活动既受目标人群的好评，又收获了销量的增长。

The Chupa Chups “Everything Can Be Crazy(FUN)” marketing campaign was nominated for the Effie Award. As the second-largest brand under Perfetti Van Melle China, although it has been in China for many years, its popularity has always been higher only in a few coastal provinces. This year coincides with the renewal of Chupa Chups’ Chinese logo, so we wanted to use the marketing campaign to increase brand awareness among teenagers. Globally, Chupa Chups targets teenagers aged 13-19, covering students from middle school to university. Most Chinese teenagers face tremendous exam pressure, mixed with adolescence, and actually have many emotions that need an outlet, so there is a buzzword on the internet this year called “going crazy”. There are “crazy” characters in hit dramas and “crazy” literature in life. Chupa Chups’ slogan is forever fun, and FUN is a homophone with “crazy”. So we used “Everything Can Be Crazy(FUN)” as the theme and chose Chengcheng Fan, who is very popular and has a strong variety show sense, as the spokesperson. We first produced three viral videos as a warm-up, using the leaked “crazy” content of post-00s workers regulating the workplace in work group chats, such as “spokesperson name change”. Then, the spokesperson performed “crazy” videos, attracting fans and passers-by with precise media placement strategies. The entire campaign was launched online on Tmall Gathering Day, the only one in the candy industry and the first of its kind. Offline, it cooperated with more than 2,000 convenience stores in seven cities to carry out “crazy” store packaging cooperation. The whole chain of promotion combined with the whole chain of sales implementation made this campaign well-received by the target audience and also achieved an increase in sales volume.