HONG KONG: The AS Watson-owned Mr Juicy Brand has embarked on a new
creative direction to show that it is much more than just a healthy
family drink.
Its new television blitz showcases Mr Juicy as the orange around town in
scenarios that highlight the brand as more than just a "boring symbol
for the fridge at home," said Ogilvy & Mather Hong Kong managing
director Mike Wong. In "Swimming pool", Mr Juicy fancies a girl who only
wants his juice, while "Vampire" has a blood-sucker also after his
juice. A third execution is in the works.
Wong said the campaign marks a significant shift in Mr Juicy's branding
direction, based on insights the network culled in its region-wide food
survey last year. "The survey uncovered a paradox for food
marketers.
Consumers want healthy food, but the downside is healthy is also seen as
boring," said Wong. He said the campaign to expand Mr Juicy's appeal
will help to also expand its market appeal.
