Brand's is aiming to expand its market share in the health and wellness supplement category in China with a US$1.5 million investment to market InnerShine Berry Essence in China in 2010.
Angela Hsu, MD of M&C Saatchi Shanghai said: “We worked on the Brand’s Chicken of Essence account in China for three months, the client was happy with our work and awarded us the InnerShine Berry Essence account after a pitch. The client also gave us the Bird’s Nest account without a pitch.”
Sarah Chin, director of food and beverage at Golin Harris in China added: “Brand’s InnerShine Berry Essence is a strategic product to strengthen Brand’s premium portfolio in health and wellness targeting young professional women, following its success of Essence of Chicken and Bird’s Nest ready-to-drink product lines in China."
“There are many other beauty and health ready-to-drink products in China. We have to build a new category for InnerShine Berry Essence as it has completely natural ingredients,” added Chin.
The client does not have a media agency for this new product launch, as it will be more focused on the creative execution. The launch campaign will first roll out in tier-one cities before expanding to the rest of China.
Angela Hsu, MD of M&C Saatchi Shanghai said: “We worked on the Brand’s Chicken of Essence account in China for three months, the client was happy with our work and awarded us the InnerShine Berry Essence account after a pitch. The client also gave us the Bird’s Nest account without a pitch.”
Sarah Chin, director of food and beverage at Golin Harris in China added: “Brand’s InnerShine Berry Essence is a strategic product to strengthen Brand’s premium portfolio in health and wellness targeting young professional women, following its success of Essence of Chicken and Bird’s Nest ready-to-drink product lines in China."
“There are many other beauty and health ready-to-drink products in China. We have to build a new category for InnerShine Berry Essence as it has completely natural ingredients,” added Chin.
The client does not have a media agency for this new product launch, as it will be more focused on the creative execution. The launch campaign will first roll out in tier-one cities before expanding to the rest of China.
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