Tao Ti Telford will launch a set of three TV commercials next Monday to support the launch of its new summer product Passion Fruit Juice, featuring internet celebrity and long-term brand ambassador Dada Chan.
Throughout the three commercials Chan sweats, bites her lip and drinks tea on a bed while making suggestive poses.
PHD Hong Kong and Fox Production are behind the campaign, which is banking on a heavy social media push, notably on popular forum hkgolden.com.
"Social media has become the main channel for us to speak to our target customers - young generation," Vicky Wong, marketing manager of Tao Ti, told Marketing.
"The endorsement of Dada Chan is a reflection of our social media approach as she is one of the most famous internet celebrity especially on hkgolden.com."
Along side the TVCs is a tutorial video circulating social media including its Facebook page and YouTube, as well as a narrative clips wrapping the new product with a story line.
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Client: Tao Ti
Creative: Fox Production
Media: PHD Hong Kong
General manager: Clement Chung
Buying director: Phyllis Lam
Planning manager: Wilson Wong
Media executive: Alley Wong
Media buyer: Carmen Yuen