China Resources Enterprise has a network of more than 3,000 retail stores in China. C’estbon is its principal company for the non-alcoholic beverage business. The company sells a major bottled-water brand under the C'estbon name.
In January, China Resources Enterprise and Kirin Holdings established a joint venture to operate the non-alcoholic beverage business in China, with Kirin investing about US$400 million to purchase a 40 per cent stake in the business.
The project duration is six months, and C’estbon's goal is to develop a suitable branding architecture and find out the most promising marketing mix for the brands.
Asked why DDB Guoan win the business in a 3-way pitch against two undisclosed agencies, Xiao said the other agencies lacked a local background. "We have both expat cases and good local marketing experience," he said.
The agency has worked with lots of local FMCG brands, including Kappa, Yili and instant-noodle brand Baixiang.
Li Kai, marketing director for C’estbon, said the company was impressed with DDB's industry experience. "We look forward to working with a brand expert and consultant who can help us consolidate all resources in forming an action plan with a solid brand-portfolio strategy," Li said.
C’estbon is currently using a local media agency, and BBDO Guangzhou is working on the creative for Kirin milk tea.