LoLo picks Euro RCSG for new aloe drink

Beijing - Hebei based food and beverage brand LoLo has appointed Euro RSCG to manage its new aloe vera drink called Mei Yan Fang and will develop brand communications for the new product aimed at white-collar female consumers.

Taiwanese celebrity, Xu Xi Yuan, better known as Da S, will endorse the new aloe vera product in the launch campaign comprising TV, print, OOH and online that will kick off in five major cities in China in May this year.

Richard Tan, CEO for Euro RSCG Greater China, said LoLo is already perceived as a leading local brand.

"Positioning Mei Yan Fang as a high-end product will help LoLo upgrade their image", he added.

Euro won the Mei Yan Fang business following a pitch that involved Dentsu and Ogilvy & Mather.

LoLo's key beverage is its almond juice drink, which O&M is the creative agency of record.