Pak Fook woman takes animated path in new TVCs

The iconic character, originally played by a real woman when she first appeared in Pak Fook's communications in 1999, has evolved in the new Dentsu-created campaign, where she is now animated.

The three versions of the 15-second TVCs are running on local and cable TV channels until September.

Dentsu uses the character to endorse brand's 'freshly made in Hong Kong' proposition by presenting the product's key attributes of Chinese authenticity, and freshness.

According to Dentsu, striking a balance between keeping the product authentically Chinese and also wanting to modernise was a key challenge in the creation of the TVC. Tony Chiu, executive creative director at Dentsu Hong Kong, said: "The creative challenge was to keep the communications fresh, to convey a new story in a way that attracts attention."

Dentsu chose to run a television-led campaign, saying the medium was most effective in reaching the product's target audience of stay-at-home mothers and household decision-makers.

The TVCs also use the familiar fairytale storyline of Snow White to appeal to this key demographic. According to Dentsu, the use of a popular story or character that its target audience knows from childhood would help create a memorable and empathetic campaign to connect with the consumer.