BACKGROUND:

隨著台灣衛生紙市場競爭日益激烈，國內外品牌持續加大媒體投放，消費者對春風衛生紙的關注度逐漸分散。儘管春風長期以來以「溫柔呵護所愛的人」作為品牌核心價值，仍需重新喚起消費者共鳴，提升品牌好感度，並讓品牌情感價值在競爭激烈的市場中再次展現影響力。

As competition in Taiwan's tissue market intensified, aggressive media spending from both domestic and international brands significantly reduced consumer attention toward Breeze Tissue. Despite its strong heritage and well-established brand promise of "gentle care for the ones you love," Breeze needed to revitalize consumer engagement, strengthen brand preference, and make its emotional value relevant once again in an increasingly competitive market.

SOLUTION: 

為慶祝春風衛生紙 30 週年，我們攜手台灣知名生日蛋糕品牌紅葉蛋糕，共同推出期間限定「春風 × 紅葉」聯名蛋糕。透過將品牌里程碑轉化為具文化共鳴的慶生活動，邀請消費者一同為春風慶生，並藉由春風的柔軟呵護與紅葉蛋糕綿密滑順奶油所帶來的溫柔體驗，再次傳遞品牌「溫柔呵護」的核心價值。

To celebrate Breeze Tissue's 30th anniversary in 2025, we partnered with Hong Yeh Cake, one of Taiwan's most iconic birthday cake brands, to co-create a limited-edition Breeze × Hong Yeh collaboration cake. By transforming the brand's milestone into a culturally relevant celebration, we invited consumers to celebrate Breeze together while reconnecting with the brand's promise of gentle care through the shared experience of Breeze's softness and Hong Yeh's smooth, comforting cream.

RESULTS/KEY FIGURES:

「春風 × 紅葉」30 週年限定聯名蛋糕於上市一個月內，1,000 顆全數完售。

成功提升品牌知名度與品牌好感度，並有效塑造春風衛生紙更年輕、更具吸引力的品牌形象

The limited-edition Breeze × Hong Yeh Cake achieved a complete sell-out, with all 1,000 anniversary cakes sold within one month.

Successfully increased brand awareness and brand preference, while refreshing Breeze Tissue's image as a younger and more engaging brand.