Ogilvy seeks to rejuvenate Nin Jiom to appeal to younger generation

The campaign has kicked off with the launch of two 20-second TVCs that will run on local Hong Kong's channels. The TVCs feature Nin Jiom's herbal candy, that offers a soothing effect for minor throat irritations.

As Nin Jiom is associated with traditional Chinese remedies, the company collaborated with Ogilvy to target a younger demographic that may not be familiar with the product.

Sandy Chan, executive creative director at Ogilvy & Mather Hong Kong, pointed out that the creative idea behind the commercials was to create friendly reminders for people regarding appropriate times on when to take the Nin Jiom throat candy.

The first TVC entitled 'Story Book' features a scenario wherein a little boy asks his parents to read a huge storybook before bedtime. Viewers are reminded that they can take a Nin Jiom throat candy when having to speak for long periods of time.

Another TVC, 'Office Couple' showcases a couple whispering or speaking in a very low voice which can strain the throat when done over a prolonged period. Again, viewers are encouraged to take the candy when such a situation arises.

"Using a light-hearted approach in promoting the Nin Jiom herbal candy is the key message that we wanted to impart in order to appeal to the younger audience and build on brand awareness among this demographic," added Chan.

Nin Jiom is best known in Hong Kong for its traditional Chinese natural herbal remedy syrup used for the relief of soar throat, cough, hoarseness and loss of voice. 

Credits:

Project  Nin Jiom Herbal Candy Campaign
Agency  Ogilvy & Mather Advertising Hong Kong
Account servicing  Gladys Wong, Olivia Luk
Executive creative director Sandy Chan
Creative director  Francis Chung
Exposure  TV