Vita's campaign reinforces wellness drink among youths

Hong Kong - Vita has launched a new campaign using cloth dolls as central characters for its authentic Tsing Sum Zhan drinks aimed at reinforcing the brand's position in the wellness beverage market.

Selina Leung, marketing manager for Vitasoy International Holdings said, "What really stands out about this campaign is how it differentiates Vita's drink from any other wellness drink on the market."

"This particular segment usually adopts a function and solution approach - a particular ingredient is used to tackle a specific ailment. But this campaign shows that Vita Tsing Sum Zhan cares for consumers' inner health, while still offering and providing a clear function", she added.

The new campaign plays on a popular Chinese saying by using cloth dolls to represent the heart and lung characters to symbolise the nourishment of one's inner health. "Inner health and emotions are difficult concepts to bring to life, so we had to create a visual that was easily understood and memorable. We chose a lighthearted approach with our cute, lovable "heart" and "lung" cloth dolls, which we knew would appeal to our youthful target market", Karen Wong, creative director for DDB Hong Kong said.

Media placement for the campaign includes maximising the TVC exposure for the outgoing young target group. Terrestrial TV, in-bus and cinema have been strategically employed to be more cost-efficient.

PHD, which handled media buying and planning for this campaign, has also placed ads on weekly magazines to serve as a reminder of the TVC.