The project
Fly By Jing turned its cult-favorite chili crisp into a beautifully designed gold Advent calendar.
How it scored
Product: 9.0
Instead of making something unrelated, Fly By Jing built the merch out of the product people already love, which makes it feel genuinely useful rather than decorative.
Branding: 8.4
The gold packaging looks premium and gift-ready while still reading as unmistakably Fly By Jing.
Activation: 8.7
The Advent format gives the product a built-in moment and a reason to gift it, extending the brand into a whole new seasonal experience.
The verdict
A smart way to turn the products people already love into a completely new brand and gifting experience.