Brand’s established a Brain Research Centre in Singapore during 2008 where a number of well-known neuroscientists and independent scientists from international universities engage in a wide range of brain related research.
The latest studies have found two ‘magic’ peptides or brain nutrients in Brand’s Essence of Chicken which tackles brain health and fitness. Carnosine protects brain cells from oxidative stress and ProBeptigen helps to improve brain cognitive performance and memories.
Cerebos' latest ad campaign for Brand's, created by Grey Hong Kong, leverages on the scientific finding which suggests that people's mental performance starts to go downhill from around the age of 25.
Michelle Ho, marketing head at Cerebos Hong Kong, pointed out that not many people are aware of the damage caused by oxidative stress to the brain.
The resulting TVC is set in a chaotic slanted office in which people are sliding around to classical background music until Brand’s Essence of Chicken magically appears to save the day.
In addition to the TVC and print ad, the brand also commissioned the Public Opinion Programme at the University of Hong Kong to conduct a survey researching symptoms of brain cognitive performance decline among Hong Kong white-collar workers due to long working hours and stress. The results were announced at a press conference held last week followed by a blogger event.
The 'magic components' marketing platform will be extended to Greater China, Singapore, Malaysia and Thailand later this year.