SINGAPORE: Soft drinks manufacturer Yeo Hiap Seng (YHS) has
consolidated advertising for its entire brand portfolio with TBWA as it
prepares to revamp Yeo's image.
The media account remains with OMD, and DDB/Rapp Collins retains YHS'
Pink Dolphin brand products.
TBWA strategy planning director Robin Nayak said the agency approached
YHS a few months ago because "we like to work with challenger'
brands".
Nayak added: "In other words, businesses facing an entrenched leader -
in this instance F&N Coca Cola."
TBWA was initially asked to pitch for a project to launch a new soya
bean drink but, after evaluating its capabilities, YHS gave the agency
Yeo's entire portfolio.
"Yeo's has been around for generations but it has lost a bit of its
gloss. It is recognised for its functional attributes and for having
quality products, but it needs to build on emotional element," said
Nayak.
DDB president Tim Evill said there was no incumbent on the account as
DDB had resigned from Yeo's Green Tea business earlier in the year. "We
gave up handling Green Tea for them because we could not agree on a
direction," Evill said.
