All you can learn from this 49-second CNY commercial is that Frutips (能得利), a candy brand under Nestle, is a name that homonyms for the term “bringing good luck” in Cantonese, and it’s what you wanted for CNY.
Starring local comedian Fun Fun Lo (魯芬) and Korean entertainer Lee Kwang-soo (李光洙), the commercial, developed by Publicis and ZenithOptimedia, looks to align the brand alongside the meaning of fortunate.
Like it or not, this brainwashing theme song has brought the ad nearly 780,000 views on YouTube just five days after launch.
Kim Lam, senior brand manager of Nestle Hong Kong said, the response from the public has gone beyond expectation.
“We’ve been keeping a light tone on our previous ads, but this is the first time we have attempted to use a theme song to lead a branding commercial,” Lam told Marketing.
“We believe that entertainment and advertising are inseparable. To display our brand philosophy of “fun”, it’s important to strike a balance between being entertaining while being able to effectively deliver our messages.”
“Our products may not cross your mind when it comes to CNY, a festive season that has always been highly competitive for ads,” said Lam, who views CNY a perfect timing to tie the brand with fortune and to imprint audiences’ mind with the new concept with a brainwashing theme song.
The partnership with the two comedians will be year-long. The company is looking to launch about eight videos and a series of TV commercials throughout the year with a new message to cash in on public exams in an effort to target teenagers. To do so, the two brand endorsers are key.
“Frutips only exists in Hong Kong, the brand is completely local. It’s essential to have powerful endorsers to represent our brand in order to become more relevant and to strike a chord in local audiences,” she added.