At three train stations, newspaper dispensers for Metro -- the freesheet distributed each morning in MTR stations -- have been transformed into three-dimensional Pak Fook cartons in a bid to prompt consumption of the beverage at breakfast.
Starcom and Dentsu worked on the creative concept to target working females in particular, with the message that loosely translates as 'a portion of the best bean breakfast a day'.
"It's a coincidental but perfect synergy -- Pak Fook for your breakfast drink and Metro for your morning read," said Mabel Leung, Starcom Hong Kong managing director.
Leung said the creative execution was based on the consumer insight that people in a rush tend to buy soya milk for breakfast. "And they normally buy it when they are getting in and out of the MTR." The three stations selected because of their high morning rush hour volume are Tsuen Wan, Kwun Tong and Tai Koo.
Dentsu expanded the breakfast platform for both the traditional and lite soya variant this year to create a regular occasion for the consumption of soya milk, said its senior account executive Connie Au. "We wanted to educate consumers that there should be an occasion, particularly in the morning, to consume soya milk," said Au.
The brand kicked off its breakfast initiative last year, offering redemption coupons at cake shops. Pak Fook's main rivals are Vitasoy, Kowloon Dairy brands and supermarkets' private label brands.
