Wish Launches Second Phase of Global Rebranding Campaign

Recently, ContextLogic Inc., the parent company of global mobile e-commerce platform Wish, announced the launch of the second phase of its global integrated brand marketing, supporting its brand reshaping plan through a new creative advertising campaign - Forced Smiles .

The campaign, a multi-channel, multi-marketing campaign developed by Wish in partnership with Whale Advertising, features a new “bitter smile” creative that captures the awkward reactions people have when they receive terrible or ill-considered gifts from family and friends.

The creative content tells the story of a man who received a tennis racket that he didn't like from his family. In order to take care of his family's feelings, he put on a forced smile. Suddenly, a Wish portal opened above his head, and various items on the man's wish list kept falling down. Among them, a set of bagpipes fell directly into his arms. This favorite gift finally ignited a smile from the heart . Fortunately for Wish consumers, they can share their wish lists on Wish with their loved ones , avoiding the "forced smile" when opening gifts.

Wish’s rebranding campaign began in August this year, and “Bitter Smile” is the second wave of marketing promotion . The series of advertisements, including video and audio formats, will be broadcast on digital media, TV media and streaming, radio and social platforms in the UK, US, Germany, Italy, Canada and Australia.

To coincide with the peak shopping season, the seven-week campaign kicks off on October 15 and will run through December 30 across TV, streaming and audio in all of the above territories.

Tarun Jain, Chief Product Officer and Chief Customer Officer of Wish, said, “After a year of incredible strategic transformation, the second phase of Wish’s rebranding is an important milestone for us. We will continue to fulfill our mission of ‘ building a more powerful world of discovery shopping for consumers and merchants .’ We look forward to showing consumers the new Wish and are looking forward to hearing everyone’s feedback on this marketing campaign. ”

In addition, Wish will continue to work with outstanding content creators including Adrian Bliss, Baby Tate, Harry Tate and MLMA to expand the coverage of the event. Each KOL is carefully selected by Wish to showcase its discovery-based personalized shopping experience.

The launch of this campaign follows the launch of the first phase of Wish's rebranding. Over the past year, Wish has made significant changes to the consumer and merchant experience, including faster delivery and a variety of new features on the user side. The new brand also brings Wish's new mission statement - " Bargains Made Fun, Discovery Made Easy" to reaffirm the company's commitment to providing a unique discovery shopping experience, where consumers can discover new and wonderful things around the world driven by personalized technology and powerful merchandising .

About Wish:

Wish provides a cost-effective and fun shopping experience for tens of millions of consumers around the world. Founded in San Francisco in 2010, Wish has grown into one of the world's largest e-commerce platforms, connecting tens of millions of cost-effective consumers with merchants. With its own technology and data analysis capabilities, Wish adopts an innovative "discovery" shopping model to create a visually distinctive, fun and personalized shopping experience for each user.

Wish

Rebranding