The ClientParis baguette is the subsidiary of SPC Group, a South Korean conglomerate producing food and confectionery products. Ever since Paris Baguette entered China in 2004, PB has expanded its bakery chain in more than 100 locations in four cities in China, which are Beijing, Shanghai, Tianjin and Hangzhou. Currently, Paris Baguette predominately focuses on tier-1 cities in China. The BriefIn 2013, Paris Baguette purchased the licensing rights for "Pleasant Goat," a popular chinese cartoon character. With goals to leverage Pleasant Goat's popularity and to build its brand presence amongst the young chinese customers, the challenge was apply this theme into current bakery chains without generating additional costs. The Approach Everyone loves Christmas and we wanted the customers to have an unique Christmas experience with Paris Baguette. We avoided the common “green and red" Christmas colors to differentiate ourselves from rest of the competitors. Instead, we created "Purple" C
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