No-sugar ads get sickly sweet

Singapore - Eu Yan Sang (EYS) has launched a TBWA-created month-long campaign to promote its New Bird's Nest Reduced Sugar through the use of sickly sweet visuals.

Aimed at the young working female target audience, a cover-wrap and print ads were appeared on Today, three insertions in Chinese newspapers including Lianhe Zaobao as well as commercials on TV mobile which is available on 1,500 buses island-wide, ferries, food courts, polytechnics and private taxis. This campaign is part of EYS' drive to make sure its brand is relevant to the new generation of consumers.

"Our audience already knows the product benefits, which allowed us to focus on communicating the 'less sugar' message in a fun, irreverent way that would appeal to young people," Graham Kelly TBWA's ECD said.

The campaign idea centres on the fact that some things in life can be just too sweet - bunnies, kittens and ducklings which are the "talents" in the ad. This leads to the solution which is provided by its latest product.