Mr Juicy touts its vitamin-packed formula to teens

Developed by Freeway, the TVCs highlight the benefits of the brand's new vitamin-enriched formula. Angellia Ho, marketing manager at CGI, said four executions were developed to highlight the benefits of the added vitamins. "The overall tone of the TVC is fun, energetic and full of vitality." Mr Juicy's consumer base is largely comprised of housewives.

However, the campaign aims to tap the teen segment and features three new animated characters, along with its Mr Juicy mascot, to reach teens.

"Per capita consumption of juice is low in Hong Kong compared with the US and Canada," said Ho. The TVC will run until October. There will be trade and consumer promotions in summer.