How Belcube® wooed women in China

Belcube®, the Asian version of Apéricube®, has successfully won over Chinese women, who are not ordinarily cheese product enthusiasts. How did it do it? By positioning itself as the active woman's best friend when hungering for a practical snack. The brand launched an advertising campaign in the press, on social media and in partnership with Channel Young, a TV channel that focuses on food and lifestyle. Belcube® was also favored by internet users. In a poll conducted by Life Weekly magazine on Weibo, China's answer to Twitter, Belcube® was voted the "most popular snack".