In the rising tide of e-commerce, how are CMOs redefining the value of brands on digital platforms? Amid the extensive reach of social media, how are they addressing the fragmentation and fluidity of consumer attention? In balancing performance advertising with brand advertising, how can they achieve both short-term conversions and long-term brand image? In the face of rapid growth of private labels and store brands, how do they ensure the market position of traditional brands? As brand loyalty among younger generations gradually declines, how can they foster deep emotional connections with consumers through innovative methods? The environment is constantly changing, challenges are ever-present, and resources are always limited. Every choice they make tests the wisdom and foresight of CMOs in this evolving landscape.

In 2024, the State Council released its first policy on the "silver economy." By the end of 2023, China had nearly 300 million people aged 60 and above (21% of the population), surpassing the 260 million Gen Z (19%). This aging demographic is a rising consumer force.

But is the silver economy only about seniors buying senior products? In reality, it's far more dynamic. Young people buy for elders, middle-aged consumers plan for aging, and many seniors shop for their families. Beyond age, the silver economy drives cross-generational consumption, shaping a diverse and expanding market.

In a fragmented media landscape where consumer attention is increasingly diluted, food and beverage brands face the challenge of forging deeper connections with younger audiences. The shared mission is clear: make marketing more focused and effective. Today, over 100 million young people spend a third of their leisure time on Bilibili. What captures their attention? What do they love? What drives their consumption? The answers form the foundation of impactful brand marketing. On Bilibili, it’s creative, emotionally resonant content that wins hearts—and builds true emotional gravity for brands.

Coca-Cola’s global innovation campaign, "Thanks for Coke-Creating" (also known as "Every Coca-Cola is Welcome"), has given the brand’s logo a fresh, localized interpretation by bodegas, shopkeepers and artists worldwide. Rather than “correcting” these diverse and unconventional renditions of its logo, Coca-Cola embraced them—turning this creative evolution into an opportunity for deeper engagement with local communities and a stronger cultural connection. This initiative is not only a celebration of cultural diversity and creativity but also a testament to the brand’s ever-evolving spirit.

Led by VML, the campaign won three Gold awards at the 2024 Cannes Lions International Festival of Creativity and helped Coca-Cola achieve a historic milestone—being named Creative Brand of the Year for the first time. As VML’s Deputy Global Chief Creative Officer and Coca-Cola’s creative lead, Rafael played a pivotal role in shaping this groundbreaking marketing initiative. What are his core creative principles when crafting Coca-Cola’s campaigns? And how does he bring them to life?

(Source: VML)

In today’s economic climate, value for money has become a key consumer focus. ACGBOX exemplifies this by integrating popular IPs with food, enhancing perceived value and driving sales. For instance, its Crayon Shin-chan Choco Stick saw a 142% growth in six months. Beyond shopping, consumers engage, share, and deepen brand loyalty.

How can IP and food synergy create a 1+1>2 effect to further amplify value perception? What are the key considerations in shaping a value-driven brand mindset?

(Resource: ACGBOX)

Few brands integrate into fan culture as seamlessly as McDonald’s. Anchored in its "Fan Truths" strategy, McDonald’s has consistently created resonant, creative content that deepens fan loyalty while driving growth. From the AI-driven “Pie Day” experience to the storytelling of all-day hash browns, the brand taps into familiar, relatable insights to reinforce its unique values.

The FBIF Wow Food Awards is a global and comprehensive food innovation award recognizing outstanding achievements across various categories, including product development, packaging design, and marketing innovation in the food and beverage industry.

The Marketing Innovation Award specifically honors exceptional marketing strategies related to products and brands, covering the planning, execution, and impact of marketing campaigns.

In this session, we will announce the winners of the Marketing Innovation Award, which includes 1 individual award, 1 annual award and 6 category awards. Additionally, we will host an award-winning case analysis session, providing insights from multiple perspectives, including consumer insights and strategy, commercial value, and execution effectiveness. Join us as we explore outstanding marketing cases to inspire new ideas and innovation.

How can brands capture and sustain consumer attention on Instagram, TikTok, and YouTube through visual content, interactive campaigns, and UGC? This session explores how F&B brands can blend product appeal with social storytelling to create memorable experiences.

Featuring BrandPal, TikTok’s 2024 auction champion and official live commerce training agency, this session will provide actionable insights on crafting effective social strategies, enhancing brand engagement, and driving long-term growth.

Vital Proteins, the top collagen brand in the U.S., acquired by Nestlé in 2021, pioneered a new consumption scene by "snackifying" collagen products and driving engagement through an influencer-content approach. Active on Instagram and TikTok, the brand focuses on Key Opinion Consumers (KOCs) with 2,000 to 5,000 followers, achieving interaction rates of 25% to 40%. How can Vital Proteins' social media marketing model inform outbound brands, and what lessons might it bring to social media marketing in China?

Retail media is becoming the new battleground for brand marketing. In North America, 56% of retail media professionals plan to increase investment, leveraging consumer touchpoints to drive both sales and measurable impact. Meanwhile, Walmart’s global ad business grew 28% in 2023, reaching $3.4 billion, with projections that advertising and membership revenue will contribute 20% of its operating profit by 2025—further proving the commercial value of retail media.

In China, dairy brand Cass and retailer CR Vanguard launched a full-funnel retail media campaign across online and offline channels. Over just two weeks, it covered 30 stores in Tianjin, surpassing sales expectations with an ROI of 3.06, demonstrating retail media’s power to boost performance.

To explore both opportunities and challenges in this space, we’ve invited Thiago, an expert from Unlimitail—a Carrefour and Publicis joint venture and Heinz Brazil former brand leader. He will share insights on global retail media trends and how technology can unlock new growth opportunities for brands.

Lay’s, in partnership with Meituan Instashopping, launched a late-night snack product, driving 50%+ user growth and 1.6x higher conversion rates. Suntory's "Suntory Brand Day" boosted its water category ranking from 15th to 2nd. Mondelez’s workplace afternoon tea campaign increased transactional users by 60%+ and GMV by 200%+. Scenario-based marketing is now essential for brands, but how can they accurately identify needs, craft effective strategies, and measure results? How does Meituan Instashopping support brands in refined, omnichannel operations?

The New Zealand brand Zespri, which exclusively sells three varieties of kiwifruit, holds a third of the global market share, with annual sales reaching 17.3 billion. Zespri has not only gained pricing power through agricultural branding but has also made a lasting impression on brand awareness and scenario marketing.

Addressing the common issue that many people forget to eat fruit, Zespri has launched the innovative "Fruit Pill Box." Divided into seven compartments, symbolizing the days of the week, it serves as a gentle reminder for consumers to enjoy kiwifruit daily. This clever idea not only helps to cultivate healthier habits but also conveys the brand's genuine care for its consumers.

（Image source: Marketing-Interactive）

From ALDI’s "giant vegetables" on subway pillars to Juhuasuan’s promo messages on “folded” bed sheets, brands are quietly turning daily life into ad space. In the 2025 CNY campaign, Heinz × Yellow Swan printed "The Story of Tomato and Egg Stir-Fry" on 10,000+ egg cartons—engaging consumers while seamlessly blending into Chinese home cooking. These "invisible ideas" are reshaping brand-audience interaction, making communication more natural and impactful. 

In this 60-minute session, we’ll break down how the “Tomato & Egg” campaign went viral—from creative insight to brand execution. The first 30 minutes feature a deep dive by the creative lead, followed by a 30-minute panel with both brand teams.

Bring your questions—we’ve reserved time for live Q&A!

*The session includes a 30-minute keynote and a 30-minute panel discussion.

（Source: Heinz）

During festive seasons, brands go all out to capture attention in the shortest time possible. But in a highly competitive market, breaking through is no easy feat. Yili, however, has achieved viral success for three consecutive years with its Chinese New Year campaigns.

- Year of the Rabbit: Yili’s "Rabbit Dance" took the internet by storm, sparking a nationwide dance challenge and amassing over 2.9 billion views.

- Year of the Dragon: The catchy "HaHa Song" spread laughter across the nation, its infectious rhythm turning it into an emotional high point of the holiday.

- Year of the Snake: Partnering with comedian Jia Bing, Yili launched "New Year’s Best Buddy," a campaign packed with relatable humor and festive warmth, securing a three-minute social media takeover and igniting online conversations.

What’s the secret behind Yili’s viral success? How does it tap into festive emotions and craft campaigns that resonate and spread like wildfire?

(Source: Yili)