Campaign

Fun in Every Chew, Bursting with Flavour – Irresistibly Chewy

Brand

KUN Jelly

Success Story

Novaon Digital partnered with KUN to turn its jelly’s chewy, springy, and wobbly texture into a creative language of music, expressions, and playful dance movements. The campaign overview reported 109 million views, achieving 117% of plan, and approximately 391,000 engagements. The content connected children’s enjoyment with mothers’ reasons for choosing the product.

Background & Objectives

Jelly-category communication largely focused on sales, reviews, and always-on content, leaving room for a distinctive emotional territory for children. KUN needed to stand out through a playful product experience that was memorable and easy to imitate. The campaign addressed two audiences: children aged 6–11 who enjoyed flavour, colour, and games, and mothers who considered ingredients, safety, and convenience.

Brand Experience Implementations

Under “Wacky-Wiggly Stickman”, the campaign translated the jelly-eating experience into playful expressions and movements. An iTVC introduced KUN’s jelly world, while a signature jingle and dance created consistent memory cues. Always-on content combined product attributes with joyful KUN moments, and KOLs/KOCs brought the experience into everyday family life. A social contest encouraged mothers to capture, name, and share their children’s expressions while enjoying the product.

Campaign Objectives

-Increase awareness of KUN Jelly and the campaign message.

-Showcase fruity flavours and the chewy, springy texture.

-Build children’s affinity through music, characters, and games.

-Strengthen mothers’ reasons to choose KUN through product information and family moments.

-Encourage reviews, comments, minigame participation, and content sharing.

Novaon Digital’s Scope of Work

-Creative Direction: Expressed product enjoyment through a jingle, playful expressions, and signature dance movements.

-iTVC: Introduced KUN’s jelly world, connecting animated characters with the product experience.

-Always-on Content: Product-focused and emotional content pillars tailored to children and mothers.

-Social Outreach: KOL/KOC reviews, mother-and-child content, child creators, and fun challenges.

-Social Contest: “1001 biểu cảm quắn quéo siêu yêu”, encouraging creative user-generated content and sharing.