HomeMarketingHi-Chew introduces new mascot Chewbie to expand US presence
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Hi-Chew introduces new mascot Chewbie to expand US presence

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Dive Transient:

  • Hello-Chew, the chewy sweet that hails from Japan and has discovered a following within the U.S. with Gen Z and millennial shoppers,Ā launched a mascot named Chewbie as half of a bigger advertising and marketing push,Ā in response to a press launch.Ā 
  • Chewbie is a plump, ā€œambiguousā€ character who is supposed to embody the Hello-Chew expertise, the discharge mentioned. The mascot, who speaks its personal language often known as Chewlish, will seem in advertising and marketing supplies and on social media.
  • In-person activations embody Chewbie inflicting mayhem on the set of ā€œJimmy Kimmel Dwell!ā€ subsequent month.Ā The model has additionally deliberate a digital billboard takeover in New York’s Occasions Sq. on Oct. 17 and shall be handing out samples at Baltimore Orioles and Chicago Cubs stadiums.

Dive Perception:

Chewbie, who has a big white physique,Ā yellow face and Hello-Chew baseball cap, was designed to attraction to present Gen Z and millennials followers of the product whereas serving to the model attain a wider viewers.Ā Ā The mascot was created by company Gigasavvy.

ā€œHello-Chew has a devoted fandom, so it was crucial for us to protect the sweet’s unparalleled underground attraction whereas increasing to a broader market,ā€ mentioned Mitchell Fait, government artistic director at Gigasavvy, in a press release.

Hello-Chew is produced within the U.S. by Morinaga America, a subsidiary of Morinaga & Co., the worldwide producer of confectionary merchandise that’s making headway into the U.S. market.Ā The sweet maker is constructing a second manufacturing facility in North AmericaĀ to maintain up with rising demand for Hello-Chew, which noticed U.S. gross sales leap from $8 million in 2012 to over $100 million in 2021. The manufacturing facility is predicted to be operational in 2027.Ā 

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Mascots proceed to be an vital a part of manufacturers’ advertising and marketing software kits. Their position has advanced with development in digital advertising and marketing, social media and streaming.Ā Pop-TartsĀ late final 12 months embraced darkish humor with an edible mascot that was lowered right into a toaster to be cooked. Forward of the Tremendous Bowl this 12 months,Ā Geico produced a mockumentary about its personal gecko mascot.Ā 

In 2023, Hello-Chew partnered with Gigasavvy on a marketing campaign that inspired younger shoppers to embrace distinctive experiences and individuality in an effort to help the sweet’s rising reputation.Ā 

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