Global
coffee chain Starbucks has unveiled a new promotion for Chinese New
Year, which aims to tap into the youth segment. Developed by Wieden
& Kennedy China, the campaign - which breaks
this week - will run across Greater China, Singapore and Malaysia, and
includes print, outdoor and in-store. It features the tagline 'Happy
New New Year', in reference to a growing
number of young Chinese, who are beginning
to develop their own CNY
traditions
, while remaining in touch with the more traditional values.
Global
coffee chain Starbucks has unveiled a new promotion for Chinese New
Year, which aims to tap into the youth segment. Developed by Wieden
& Kennedy China, the campaign - which breaks
this week - will run across Greater China, Singapore and Malaysia, and
includes print, outdoor and in-store. It features the tagline 'Happy
New New Year', in reference to a growing
number of young Chinese, who are beginning
to develop their own CNY
traditions
