In creating the campaign, JWT Beijing roped in lookalikes of Internal Affairs stars Andy Lau and Tony Leung for the television spot to launch Nestlé's Black Gang and White Gang variants. The former features a white coating but has dark chocolate inside while the formula is reversed for the latter.
JWT Beijing managing director Alec Cheng said the roles played by Lau -- a gangster who joins the police and is the gangsters' best mole -- and Leung -- an undercover cop who infiltrates the triads -- provided "the perfect metaphor" for the unique features of the new variants.
The TVC is based on a signature scene in the movie where the pair confront each other on the rooftop of a building. But as they prepare to draw their weapons, Nestlé's icon, the Ice Genie, pops up and turn the guns into an X-Crunch stick. Each then takes a bite of the other's ice-cream and as a result of the product's crunch factor sparks an explosion.
"The storyline, like all other commercials produced for Nestlé, features the Ice Genie as the brand's icon for magical pleasure," said Cheng.
The campaign broke in late March, making Nestlé one of the first to pitch its products for the short ice-cream season in China, which usually starts in April and runs through summer.
The spots marked a third year of above-the-line investment by Nestlé for its ice-cream products at a time when local dairy giants Yili and Mengniu are gunning for a greater share of the market.
Industry observers say Nestlé has taken the battle to competitors by expanding its product range rather than dropping its prices.
JWT Beijing managing director Alec Cheng said the roles played by Lau -- a gangster who joins the police and is the gangsters' best mole -- and Leung -- an undercover cop who infiltrates the triads -- provided "the perfect metaphor" for the unique features of the new variants.
The TVC is based on a signature scene in the movie where the pair confront each other on the rooftop of a building. But as they prepare to draw their weapons, Nestlé's icon, the Ice Genie, pops up and turn the guns into an X-Crunch stick. Each then takes a bite of the other's ice-cream and as a result of the product's crunch factor sparks an explosion.
"The storyline, like all other commercials produced for Nestlé, features the Ice Genie as the brand's icon for magical pleasure," said Cheng.
The campaign broke in late March, making Nestlé one of the first to pitch its products for the short ice-cream season in China, which usually starts in April and runs through summer.
The spots marked a third year of above-the-line investment by Nestlé for its ice-cream products at a time when local dairy giants Yili and Mengniu are gunning for a greater share of the market.
Industry observers say Nestlé has taken the battle to competitors by expanding its product range rather than dropping its prices.
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