We created “Pi Xiu,” a friend to Confucius who started as a greedy and selfish individual, but after following Confucian teachings, embraced acts of generosity. Woven throughout storyline dialogues was the line “with ren, with friends” helping illustrate shared Orion/Confucian values.Orion commercials and billboards were integrated into each Confucius episode airing across CCTV1/Kids, two satellite networks and 55 local stations. Partnering with Shenzen Cherid Film Dissemination Co, Ltd., Orion co-published a Confucius book and DVD. The book’s preface included Orion’s mission statement, TVC/billboard content was integrated into the cartoon DVD and accompanying bookmark collections incorporated Orion’s logo. Partners hosted a kick-off press conference and held several Book Signing events in key Orion sales markets, providing greater opportunity for consumer interaction.

Confucius images were licensed to Orion for use on packaging and marketing elements, including a 12-pack + Confucius book promotional package instore and cartoon content streamed on Orion’s website.

Orion’s sales share increased dramatically, with the brand owning a 46.5% share in the pie category in 2009. More than 3,000 Confucius books were sold during the one-day signing promotion; 120,000 books have been sold in 3 months, outpacing publishing industry averages. The first season of Confucius experienced unprecedented ratings, outperforming the program previously occupying the time slot. The cartoon’s rise in popularity continues in China and will be expanding to a broader international audience in 2010 through CCTV4 distribution in Taiwan, Korea and Japan. Our Moms continue to post positive messages about the cartoon online in blogs and BBS.