Taikoo sweet talks HK with wacky ad rollout

<p>HONG KONG: Taikoo has unveiled a series of wacky television commercials </p><p>to accompany its new product launches as the brand moves to sweeten the </p><p>image of its core sugar product. </p><p><BR><BR> </p><p>The company, part of the Swire Group of Companies, is best-known in Asia </p><p>as the producer of white sugar for coffee and tea. </p><p><BR><BR> </p><p>But despite a history of almost 120 years and the fact that it has the </p><p>largest share of the sugar market in Hong Kong and mainland China as </p><p>well as sizeable market shares in other Asian countries, North America </p><p>and the Middle East, Taikoo is currently looking to further strengthen </p><p>its consumer brand image and awareness in Hong Kong. </p><p><BR><BR> </p><p>The television blitz, initially playing only to Chinese audiences via </p><p>terrestrial stations TVB and ATV, employs a total of nine 15-second </p><p>television spots, which are supported by point-of-sale promotions. </p><p><BR><BR> </p><p>The commercials, produced by Saatchi & Saatchi, include a man picking a </p><p>piglet out of his nose, a doll being attacked by a toy shark, a </p><p>television news anchor losing her wig while on-air and a bound and </p><p>gagged woman surrounded by gun-toting, evil-looking teddy bears. </p><p><BR><BR> </p><p>All the TVCs end with the word "Surprise" followed by a mention of one </p><p>of Taikoo's new products, such as cinnamon sugar, chocolate sugar and </p><p>sparkle sugar. </p><p><BR><BR> </p><p>Saatchis regional executive creative director Craig Davis said the main </p><p>challenge was to give a premium feel to a product which most people take </p><p>for granted. </p><p><BR><BR> </p><p>"The problem with sugar is that people don't really notice it. It's an </p><p>ingredient and a commodity, which is almost completely invisible because </p><p>to many people it is something that is always there. </p><p><BR><BR> </p><p>"You cannot educate people who are not interested in the subject so the </p><p>strategy was to surprise them," he said. The concept behind the </p><p>commercials were developed to give people a double surprise within a </p><p>15-second period. </p><p><BR><BR> </p><p>The TVCs jump out at people at the beginning because of the bizarre and </p><p>wacky imagery. </p><p><BR><BR> </p><p>The second surprise at the end is the advertising punchline which </p><p>highlights the fact that Taikoo produces and sells a range of sugars, </p><p>not just the regular white sugar for tea and coffee that most people </p><p>associate the company with. </p><p><BR><BR> </p><p>Davis said that the campaign would give Taikoo - which also dominates </p><p>the Hong Kong catering market - a more high-profile and fun image. </p><p><BR><BR> </p><p>"The TVCs make a leadership statement for Taikoo to underline the fact </p><p>that it is proactive, dynamic and innovative and it is meeting market </p><p>demands for new products," he said. </p><p><BR><BR> </p><p>The campaign kicks off this week and is expected to run for about three </p><p>months, according to the agency. </p><p><BR><BR> </p><p>The first burst will use four to five executions, with the remainder </p><p>gradually rolling out after that. </p><p><BR><BR> </p>