Metta Communications was enlisted to create the new ad campaign, launched today.
In order to differentiate from other ads for baby milk products, the agency decided to highlight that the new infant digestive support formula is not actually a milk powder.
The result is a 30-second animated TVC. The gimmick is that the TVC is for babies, but that parents should take note of the conversation.
The spot features a cartoon milk bottle mascot, who is having a baby talk with a baby.
Eu Yan Sang rarely takes part in ad campaigns. The humour-based creative is certainly very different from its century-old brand image.
Alice Wong, managing director of Eu Tan Sang commented that previous TVCs were always very professional and low-key. "We don’t like over-the–top types of advertising’.
She said that they chose Metta the product launch for its humourous creative, and the chance to deliver the product message in a simple, direct, way.
The first burst of the campaign will run for three weeks, with the client doing the media buying in-house. It will cover TVB, Now TV, i-Cable channels, as well as baby and parents-focused magazine titles like Baby-Mom.
Eu Yan Sang was founded in 1879 with a strong foundation in traditional Chinese medicine, and the mission of "Caring for mankind".
Credits
Client Eu Yan Sang
Metta Team Andrew Lee, Ng Siu Hung, Hardy Lam, Teddy Leung, Joshua Lau
