Flourish in Abundance and Prosperity this Chinese New Year - Eu Yan Sang | Clapboard Ad Archive

Eu Yan Sang’s Flourish in Abundance and Prosperity this Chinese New Year campaign for 2025 positions the brand as the definitive choice for premium festive gifting that embodies health, prosperity, and familial togetherness during the culturally significant Year of the Snake. Anchored by the celebrity duo Bert and Lulu, the campaign employs what Clapboard’s taxonomy identifies as FORMAT#8—Ongoing Characters or Celebrities—to create a memorable narrative that merges tradition with contemporary festive cheer. The campaign’s film captures Bert and Lulu’s vibrant energy as they celebrate the season with the catchy tune 做蛇么都Lucky, a culturally resonant anthem that reinforces the message that the best gifts are those which bring health, happiness, and prosperity. By featuring the duo exchanging Eu Yan Sang hampers and involving their parents in the gifting tradition, the campaign highlights the intergenerational bonds and the emotional currency embedded in these premium hampers, which are curated to symbolize luck, wellness, and abundance. Eu Yan Sang leverages its heritage as a trusted provider of traditional Chinese medicine and wellness products to deepen its market positioning in the retail services sector as the go-to brand for meaningful, auspicious gifts during Chinese New Year. The campaign’s strategic use of storytelling and a festive soundtrack taps into the emotional and cultural fabric of Singaporean consumers, who value gift-giving as a ritual that fosters connection and expresses care. With a clear call to action directing consumers to order online or visit retail stores, the campaign pragmatically balances brand-building with sales activation during a peak retail period. The narrative’s joyful depiction of family, success, wealth, and good health aligns seamlessly with the auspicious symbolism of the Year of the Snake, reinforcing Eu Yan Sang’s promise to deliver not just products but blessings and prosperity. The campaign earns 63/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how heritage brands in the retail category can harness culturally embedded storytelling combined with celebrity appeal to revitalize traditional gifting occasions and drive both emotional engagement and commercial outcomes.