EYS tries to break free from traditional stereotype

Singapore - Eu Yan Sang (EYS) has launched a regional campaign in a bid to revitalise its brand as well as reach out to new audiences, and make the brand relevant outside of the Traditional Chinese Medicine (TCM) environment.

The campaign, which covers the Singapore, Hong Kong and Malaysia markets, feature TVCs, customised vignettes, sponsorhips of medical focused TV programs as well as advertorial placements - the TVCs air on 6 August.

"This campaign will make the Eu Yan Sang brand as relevant to the next generation of consumers as it has been to past generations. We face unique challenges in buildlng our brand as we have a rich 128 year heritage which we want to keep.  At the same time, we need to take the best elements of our heritage and extend them into the future," Richard Eu, group CEO for Eu Yan Sang said.

DDB handled creatives for the campaign while OMD was responbile for media planning and buying.

"Eu Yan Sang has a beautiful story. It's about a tradition of trust, and it's also about a modernity of innovation. So in classic yin and yang language, the televsion idea is just waiting to be told," David Tang, president and CEO for DDB Group Singapore said.

DDB was appointed by EYS as the regional ad agency on 1 December 2006 while TBWA handles EYS Singapore for product ads only.