Music leads Watsons Water sales promotion

The agency — recently awarded the Watsons Water AOR for water brands Watsons Water and Watsons Iso-Tone, an iso-tonic sports drink launched in 2005 — has developed a month-long through-the-line campaign which is running across TV, print, and online point-of-purchase.
According to Danny Mok, general manager at Grey Worldwide Hong Kong, the music drive follows a dining and dance promotion, all of which seek to bring Watsons Water under a lifestyle brand platform, 'Cheers for Life'.
The latest promotion offers consumers the chance to win free tickets to Justin's concert at the end of this month. "There are television commercials running on terrestrial channels in Hong Kong and Southern China that show Justin playing the Chinese version of the game 'stone, paper, scissors'," said Mok.
"We took a humorous approach to show that the more Watsons Water you drink, the more chance you have of getting free concert tickets." The marketing activities surrounding the campaign also see a promotional pack placed on the bottle's packaging, and promotional materials available at the POS level.
Grey earlier worked on the Watsons Iso-Tone-sponsored 'One dance competition'. The promotion included a dance-themed bottle design and print ads targeting the youth segment to reinforce the brand message 'Move it'.
Watsons Water was previously handled by BBDO.