First launched in China in October 2015, multinational food giant Mondelez is repositioning its breakfast biscuit brand belVita – to give it a unique voice and deliver its â€śhealthy but also tastyâ€ť message to a bigger audience.
Created by FCB Shanghai, the campaign idea stems from an interesting insight: We are surrounded daily by common sense errors or wrong perceptions. And we accept these myths to be true when in fact most simply arenâ€™t.
For example Mars isnâ€™t red, bulls are actually colour blind, carrots arenâ€™t a rabbitâ€™s favourite food, lightning can hit the same place twice, table tennis was invented by the British, and so on.
Just as these commonly held beliefs arenâ€™t true, the myth that healthy things canâ€™t possibly be tasty is wrong too, the brand figured.
The breakfast biscuit brand aims to be the champion of myth busters and the new creative platform was created: belVita presents â€śYou wouldnâ€™t have thoughtâ€ť.
Riding on the proposition of â€śNutrition and taste you wouldnâ€™t have thought ofâ€ť, the campaign turns each 15-second TVC into a mini myth-busting episode.
Campaign: belVita presents â€śYou wouldnâ€™t have thoughtâ€ť
Creative: FCB Shanghai
Production house: Radical Media
Senior creative director: Simen Lv
Creative director: Bank Lim
Art director: Eming Wen, Danna Kwok
Copywriter: Yitian Yang
Senior producer: Helen Xu
Regional business director: Jane Lim
Account director: Julian Jin
Senior account manager: Elaine Cai
Account executive: Xiaoling Yang