Marie France eyes up China; HK blitz begins

Marie France Bodyline, Hong Kong's largest slimming company, has launched a branding campaign as summer approaches. But instead of the category trend of price-based campaigns to drive sales, Marie France is banking on a strategy to raise women's awareness of slimming options available in the market. ACI created the campaign, with OMD handling media. Rose Leng, group marketing director of Marie France's management company Harcourt Business Management, said the aim was to reinvent the image of Marie France. The company will be using a through-the-line campaign to appeal to both the emotional and the rational sides of a woman's character. Marie France spent HK$41 million (US$5 million) on advertising in 2003, 13.5 per cent more than 2002. Marie France competes with not only other slimming centres in Hong Kong, but also over-the-counter weight-loss drugs, so the company has been looking at ways to boost customer loyalty, the first of which is the launch of a regional newsletter. Leng believes that its use of celebrities Rosamund Kwan and Christy Chung will provide the 'sizzle' factor, but says this is celebrity endorsement with a difference: the old 'before and after' approach is replaced with women who tell a story making the ads both aspirational and accessible. The firm's choice of celebrity depends on the market it is communicating with. The company has been focusing on different target groups including its young line for women in their 20s, the 'Diamond line', for women in their 50s and a men's line which includes an ad which light- heartedly appeals to men wanting to rid themselves of 'beer bellies'. Leng believes that the market has been confused; therefore, she sees education as the main tool for eliminating some of the mystique which surrounds the industry. In order to further increase Marie France's competitive advantage, the company has produced 30-minute infomercials in drama format being aired on local television once a week. "What we have developed is a new campaign that combines our celebrities and core pillars, which is necessary to cut through the clutter," Leng says. The brand is just about to launch another advertising campaign in China, which Marie France considers a market with immense potential. Leo Burnett is handling the China account, with the official centre's launch in Shanghai in April. Marie France hopes to launch in Beijing and Guangzhou within one year.