Mr Juicy plumps up for new role in creative switch

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