The HK$10 million (US$1.3 million) drive, which features new endorser Eason Chan across TV, print, outdoor and POS, attempts to rejuvenate the brand as a health supplement that boosts mental vitality, rather than a product aimed just at pregnant women and the infirm.
“Eason Chan is youthful, energetic and inspirational, with multiple roles as singer, actor and parent, so his busy life can strike a chord with our target consumers,” said Grey business director Desmond Chan.
The campaign comes after Grey won the account following a fiercely-contested pitch last year.
In the TVC, Eason throws out the question: “How can Hong Kong people afford to be sluggish with their busy lives?” before detailing the various roles the star performs in his life.
The campaign also launches a new product - the Brand’s Essence of Chicken pill.
MindShare handled media for the campaign.
