Cola brands bank on HK star appeal

<p>SHANGHAI: Coca-Cola and Pepsi continue to rely on star power in China, </p><p>although a media survey shows that just 20 per cent of mainland youth </p><p>are convinced by celebrity endorsements. </p><p><BR><BR> </p><p>Optimum Media Direction's Roar survey found that Chinese youth had one </p><p>of the lower acceptance scores across eight regional markets towards </p><p>celebrity campaigns. </p><p><BR><BR> </p><p>But the cola brands remain star-struck. For the second year running, </p><p>Hong Kong teen idol Nicholas Tse is fronting Coca-Cola's nationwide </p><p>China campaign to push the idea that the brand is part of every great </p><p>moment in people's lives. </p><p><BR><BR> </p><p>Rival Pepsi has meanwhile roped in another Cantopop star Edison Chan for </p><p>its summer promotion, which breaks this month on CCTV. A second </p><p>promotion for summer will feature Kelly Chen, another Cantopop </p><p>singer. </p><p><BR><BR> </p><p>In the "Backstage" TVC, Tse goes backstage to refresh himself with a </p><p>Coke after a concert. But his fans keep chanting his name as they scream </p><p>for an encore. </p><p><BR><BR> </p><p>The aim of the campaign is to show that life tastes good and it can get </p><p>better as Tse goes back on stage to party with his fans until dawn. </p><p><BR><BR> </p><p>McCann-Erickson Guangming Shanghai created the campaign, which is </p><p>running on CCTV and is supported by outdoor. The agency's managing </p><p>director, Melvin Chua, said the objective is to show that "Coke is part </p><p>of every great moment in life. Not just the big moments but those that </p><p>make people realise the optimism in life". </p><p><BR><BR> </p><p>For China, this message plays on the strong levels of optimism among the </p><p>younger generation, who are said to be particularly bullish about their </p><p>future, according to recent surveys. </p><p><BR><BR> </p><p>Chua said Tse's appeal matches that of the brand as he reflects youthful </p><p>dynamism and spontaneousness. "Coca-Cola's headquarters voted this ad as </p><p>the best of all launch ads around the world as the strategy fully </p><p>matched what is expected of Coke," said Chua. </p><p><BR><BR> </p><p>Fiona Chen, the agency's creative director, said feedback has been </p><p>strong in Shanghai, where consumers have asked for posters of Tse. </p><p><BR><BR> </p>