GP Batteries: Limited Edition Minions Collection

Overview

Background

GP Batteries International collaborated with Universal Pictures to launch a limited-edition Minions collection featuring portable fans and alkaline batteries. The collection was positioned as a fun, functional and collectible summer essential, tapping into the enduring popularity of the Minions IP among families and young adults in Hong Kong.

The campaign aimed to drive awareness and sales during the summer season, when demand for portable fans peaks, while reinforcing GP Batteries' reputation for quality and innovation through a high-profile IP partnership.

Objectives

• •Generate media coverage and consumer awareness for the GP x Minions limited-edition collection
• •Position the products as must-have summer items for families and Minions fans
• •Drive retail and e-commerce sales during the peak summer period
• •Secure placements in lifestyle, parenting, consumer and entertainment media

Strategy & Approach

Radiance framed the launch as a seasonal lifestyle story rather than a pure product announcement, emphasising the fun, collectible nature of the Minions designs and the practical utility of the portable fans during Hong Kong's hot, humid summer. This angle made the story appealing to lifestyle, parenting and consumer editors looking for timely, relatable content.

Our media outreach targeted outlets with strong family and consumer readership, and we emphasised the limited-edition nature of the collection to create urgency and newsworthiness.

Product Collection

Key Activities

• ✓PR planning and campaign timeline aligned with product availability
• ✓Press release drafting in Traditional Chinese for lifestyle and consumer media
• ✓Targeted media pitching to parenting, lifestyle, consumer and entertainment outlets
• ✓Media relations and follow-up to secure product features and seasonal round-ups

Results

The coverage successfully positioned the GP x Minions collection as a fun, practical summer product, supporting retail visibility and sales momentum during the peak season. The campaign transformed GP Batteries' image from a commodity product provider to a brand capable of delivering collectible lifestyle items. Character-driven storytelling resonated strongly with family and lifestyle media segments, driving both consumer interest and retail activity.