The roadshow was aimed at reinforcing the Essence of Chicken brand's positioning as a health partner for life. It involved education material to help consumers understand health issues, games involving Brand's products, health checks, comedy shows and different 'celebration' stands.
"It was to create an atmosphere, without losing sight of having ourselves positioned as the health partner for life," said Louis Lau, senior marketing manager, Cerebos Hong Kong. "We have such a long heritage."
The roadshow concluded an extensive PR campaign developed by Brand's and Octagon over several months, which included a charity programme in which consumers could send in old packaging caps, and the company would make a donation to a children's charity.
Roadshow marks climax to Brand's anniversary blitz
Health tonic Brand's 170th anniversary celebrations have culminated in a roadshow spectacular in Hong Kong, as a way of bringing an end to a series of promotions and awareness-raising events.