The monitored media adspend for Bomi Bomi Vegetable & Fruit Drinks in 2011 was about US$1 million (NT$30 million).
ADK Taiwan won the pitch after a four-way pitch including Bates, DDB and Wu’s Advertising (吳是廣告). Yves Huang (黃逸甫), CEO of ADK Taiwan, told Campaign Asia-Pacific that the drinks brand was actually the main assignment for the pitch and that Bomi (波蜜一日蔬果), which Bates Taiwan won, is a smaller account.
Maggie Chao, general manager of Bates Taiwan, disagreed, saying that she would not differentiate which products are more important than others and that as an agency, each brand is equally important and valuable.
Having been in the market for a long time, the drinks brand is in need of rejuvenation. Making the brand more appealing to younger consumers will be ADK's biggest challenge, Huang said.
International celebrity Takeshi Kaneshiro (金城武) featured in a 2011 ad campaign for the brand, with its tagline: 'Balance, is the truth of the earth, so is your body.' The brand also ran a poetic TVC this year, filmed on a Greek island, to continue with the advertising platform of laid-back attitude and balance in life.
"Although the TVC's visual was beautiful and poetic, it did not reflect in consumers' purchasing decision of the product," said the head of another Taiwan 4A agency not involved in the pitch. "They are selling the beautiful Greek village — nothing more, nothing less. Wu's burned a lot of money on these two productions. This is exactly why [the client] wanted to call a pitch and Wu's was not even invited."
On the back of Bomi account win, ADK also reported that in the past few months it has won Uni-President Crunchy Snack Noodle (統一脆麵) from its incumbent Dentsu-Kuohua, Cosmos Bank Flexible card（萬泰銀行靈活卡), which did not have an incumbent, and Marcobelli ceramic tiles (馬可貝里磁磚), which JWT previously worked on.
For the Marceobelli ceramic tiles account, AKD will be responsible for its 2013 campaign. The agency said that the brand's media spend is not large. However, Marcobelli ceramic tiles is the premium sub-brand of the Champion Group, one of the biggest tile companies in the market.
Update (30 October, 4:35 pm): This article was edited after publication to clarify that there was only one pitch, not two separate pitches as originally implied.