Cerebos ads aim to update Brand's sell

HONG KONG Cerebos has launched its first campaign for Brand's Essence of Chicken since handing the account to DDB earlier this year.

The new campaign aims to make the product more relevant, as it battles competition from the likes of coffee chains and energy drinks. The TV spots depict target consumers - office workers and students - juggling the multiple tasks and pressures of daily life, revolving around the tagline: 'Brand's Essence of Chicken, mental brilliance for brilliant performance.'

"DDB Hong Kong's campaign has fulfilled our objectives: relevancy, clear message and rejuvenated image," said Cerebos' marketing head, Jan Li. "The TVC and print ads marry the relevant tasks in target users' daily lives with Brand's Essence of Chicken together in a positive tone and contemporary look."

"Although we have received positive word-of-mouth from customers in our consumer research, some of our users tend to be students, pregnant women, the sick and elderly. Brand's has been perceived by some as old-fashioned and 'not for me',"added Li.

According to DDB group creative chief Christine Pong, the new drive looks to improve the product's brand image, which suffers compared to alternatives, because of the product's taste.

In addition to television and print, the campaign also includes bus advertising, outdoor and online. OMD handled media.