Coca-Cola is seeking to capitalise on mainland consumers' growing health consciousness with the launch of two herbal drinks for the China market.
The beverages, developed in partnership with Hong Kong-based HealthWorks, will see two variants — Qing Liang Yuan and Mei Li Yuan — hit store shelves in the mainland as ready-to-drink herbal bottled beverages, under the umbrella brand HealthWorks.
The beverages, developed in partnership with Hong Kong-based HealthWorks, will see two variants — Qing Liang Yuan and Mei Li Yuan — hit store shelves in the mainland as ready-to-drink herbal bottled beverages, under the umbrella brand HealthWorks.
To support the products' launch, Leo Burnett has created a campaign for Qing Liang Yuan (refreshing cooling source), which is running across China cities Hang Zhou, Xiamen and Zhengzhou. A second burst for Mei Li Yuan (beauty source) is to follow.
As part of the campaign, the agency developed a 40-second television commercial, which is supported by outdoor, including bus body and bus shelter, radio and print. Starcom handled media planning and buying. "The creative idea is to bring 'alive' the natural ingredients in HealthWorks' drink through the captivating portrayal of a beautiful natural environment to show how the goodness of it all is encapsulated in a single drink," said Patrick Chow, business director at Leo Burnett Shanghai.
"We combined that with the understanding of the target audience — aged from 25 to 39. These are consumers who generally lead busy lives in an urban environment. We aimed to reinforce how HealthWorks brings them the goodness and metaphorically 'transports' them back to nature as they consume the product."
According to Euromonitor, health-related drinks continue to gain popularity, with RTD teas, fruit and vegetable juice and bottled water seeing double-digit growth in volume demand last year.
As part of the campaign, the agency developed a 40-second television commercial, which is supported by outdoor, including bus body and bus shelter, radio and print. Starcom handled media planning and buying. "The creative idea is to bring 'alive' the natural ingredients in HealthWorks' drink through the captivating portrayal of a beautiful natural environment to show how the goodness of it all is encapsulated in a single drink," said Patrick Chow, business director at Leo Burnett Shanghai.
"We combined that with the understanding of the target audience — aged from 25 to 39. These are consumers who generally lead busy lives in an urban environment. We aimed to reinforce how HealthWorks brings them the goodness and metaphorically 'transports' them back to nature as they consume the product."
According to Euromonitor, health-related drinks continue to gain popularity, with RTD teas, fruit and vegetable juice and bottled water seeing double-digit growth in volume demand last year.
