China is going nuts over Three Squirrels. For those unfamiliar with this Chinese snack brand, it was launched in 2012, and by 2015 it was taking in sales of $370 million. And recently, on “Singles Day”—also known as “Double 11” day, a celebration of single Chinese youth on November 11 each year that has been called the biggest online shopping day in the world—Three Squirrels reportedly saw $73 million in sales, up 90 percent compared to Singles Day 2015. Astounding numbers, indeed.
Brand iconography centers on three playful cartoon squirrels and connects very well with Chinese teens. The success of Three Squirrels is largely thanks to its resonance with youth culture. Online and television commercials are animated, and the company is developing an animated Three Squirrels television show planned for 2017. Nothing really startlingly new there in terms of branding.