Malaysian brand Old Town White Coffee aims to break into the Hong Kong market

Established in 1958, OTWC is the largest coffeehouse chain in Malaysia. The latest TV commercial aims to promote the company's brand of instant coffee in Hong Kong.

Leo Burnett Hong Kong has created a branding campaign based on the concept that the aroma of OTWC is unexpectedly good. The TVC titled ‘Robber’, a man being robbed is distracted by the addictive aroma of OTWC.

The campaign also includes outdoor executions on taxis, busses and trains.

Nelson Chan, director of OTWC, said, “It’s never easy for a maverick to challenge a big fish in the market. Our strategy is to create a blue ocean that is never owned by other competitors – it’s the spirit of Old Town Coffee, all the way from our product innovation to communication level.”

Credits:
Project 2010 Branding Campaign
Client Old Town White Coffee
Creative agency Leo Burnett
Executive creative director Connie Lo
Creative director Nutchanun Chiaphanumas
Art director Martin Tong
Copywriter Spring Liu
Agency producer Anita Leung
Media agency Maxus
Production company Phenomena
Exposure Television, outdoor