China-based retail giant JD.com has launched its Chinese New Year ad for 2020 as part of a campaign in partnership with Beijing’s famed Forbidden City.
Also known as The Palace Museum in Beijing, the historic entity looks to bring its “Chinese Festival” cultural program online for the first time, coinciding with the coming Year of the Rat. JD.com using their cute white brand ambassador pooch is anything but forbidding.
As part of the promotion, a brocade box has been launched exclusively on JD.com as a giveaway. Consumers who make purchases during the promotion can qualify to win one of the special boxes.
Upon opening the box, which is decorated with Qing dynasty peony patterns and nine auspicious beasts from the 600-year-old Forbidden City, symbolizing property and fortune, a poem written by Emperor Qianlong of the Qing dynasty will appear, offering New Year wishes.
A new scarf gift box will also be launched exclusively on the Palace Museum’s flagship store on JD. In addition, 16 domestic and international brands include Dove, Philips and Baidu will join the promotion and provide their own customized New Year gift boxes for sale to Chinese consumers.
This year’s ad marks the return of the brand ambassador pooch who starred in last year’s CNY ad from JD.com, “Joy Story”.