RAPL
RINGO Apple Pie was born in Japan, and to ensure the likability for the Chinese Market it became RAPL, which specializes in freshly baked custard apple pies that people line up for every day. We provided one-stop service from business strategy planning to product development, promotion, and store opening for its entry into China.
BAKE Inc.
2019-NOW
Strategy, Marketing, UI/UX, Contents
A shape of eating
In Japan, "RINGO" was recognized as a "reward sweet" and a perfect souvenir. On the other hand, in China, it was not customary to bring sweets as souvenirs. However, there was a need to enjoy them while walking around with friends and lovers. We proposed to reform the product into a new shape that would make it easier to eat and walk around.
Modern but emotional
Meanwhile, we conducted survey on "apple pie" for local consumers. As a result, we created a brand movie to introduce RINGO to connect to the keywords "handmade" and "connection with friends, family, and lovers." In communication, we release video content in digital channels while held events in the mall.
The event attracted more than 1,500 fans.
At the time of the brand launch, we created a digital interaction space where customers can experience the manufacturing process of apple pie. Staff and customers worked together to produce apple pie as if it was a game. A total of 1,500 people participated. While retaining its value as a "rewarding sweet," the brand has successfully developed the brand in line with the insights of Chinese consumers. RAPL has opened in Shanghai, Shenzhen, Chengdu, and other cities in China.