Does this spot remind you of Willy Wonka?

To help Minute Maid launch its new drink "Triple-flavour pulpy" this summer, MullenLowe China created a magical world called "The pulpy factory", which takes the audience through an imaginative landscape that showcases what goes into the new pulpy drink.

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In this new TV Spot, Chinese celebrity Hu Ge portrays the flamboyant role of president of pulpy factory, and shares the secrets behind the production of the new Minute Maid pulpy drink. As he journeys through the surrealistic pulpy factory adorned with colourful characters, he highlights the unique techniques are being used to create “Triple the pulp, triple the pleasure.”

Cheelip Ong, chief creative officer of MullenLowe China said: “Minute Maid has always been about breaking the dullness and injecting taste pleasure and positivity into the lives of its audience. By reimagining a Pulpy Factory that is filled with fun and fantastical elements, we were able to better engage our audience and let them learn about the product story in an entertaining way.”

Minute Maid’s "The pulpy factory" summer campaign will extend the brand experience through channels like TV, digital, social, content and on-ground events.

Title: Minute Maid summer campaign
Client: Minute Maid - The Coca-Cola Company
Agency: MullenLowe China
Chief creative officer: Cheelip Ong
Creative director: Diana Tan, Ewan Yap
Art directors: Ewan Yap, Cheelip Ong
Copywriter: Cheelip Ong, YP Chen
Account management: Jason Ng, Ole Luk, Sara Bao
Producer: Yimin Yang
Production company: A New Life Films
Director: Eric Will
Post-production company: Juice and Xiaowen