The Brand
Established 1947, Khong Guan Biscuits (康元饼干) was founded by brothers Chew Choo Keng and Chew Choo Han, immigrants from Fujian, China. Today, Khong Guan products can be found across Asia, Europe, the United States and Canada. They are widely recognisable by their iconic metal tins of assorted biscuits, and has been the recipient of the Monde Selection and Superbrands awards.
The Challenge
Despite being a homegrown brand that's earned the loyalty of the locals, Khong Guan risks being outshone by newer, trendier brands rising in the market today. These brands target the younger market using aggressive marketing efforts that are not seen from Khong Guan, whose key consumer touchpoint are on market shelves only. How can Khong Guan stay relevant in the increasingly competitive industry?
The Taste You Remember
Nostalgia: the one word many consumers strongly associate with Khong Guan. Memories of their grandparents/parents, memories of school camps, memories of receiving the familiar biscuit at the yearly NDP. At some point in their lives growing up, many Singaporeans have come into contact with Khong Guan. And now, we just have to keep reminding the people we have always, and will always, be here with them.
A Brand New Experience
Other than the act of buying biscuits off shelves and receiving them at events, what other experience can Khong Guan give its consumers? The idea: pop-up stores around the island, giving consumers a chance to enjoy Khong Guan biscuits at their own pace in a specially set up space. Customers can also relive childhood memories of dipping their favorite biscuits in their choice of dip.
Khong Guan On-The-Go
A new innovation to be introduced at the pop-up store, allowing people to consume biscuits on-the-go anytime, anywhere. Collectible lunch-box metal tins for consumers to fill with bite-size popular Khong Guan biscuits including: Lemon Puff, Sultana, Cookies & Cream, Small Marie Biscuit, Fancy Gem, ABC Biscuit
Estimated tin dimension: 140mm x 80mm x 40mm
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