Healthcare giant Abbott Laboratories has picked Grey Hong Kong help launch BoneSure, a new brand under its Nutrition arm.
Grey Hong Kong, which already manages Abbott’s Ensure and Glucerna brands, was awarded the new project following a pitch in August.
Targeting middle-aged adults, the launch campaign highlights the unique function of the new product – strengthen immune system and optimising bone health, by dramatising the common fear of germs and bacteria in urban society with a humorous approach.
Desmond Chan, the recently promoted managing partner of Grey Hong Kong, said the creative idea behind the campaign is based on the customer insight that more people panic over bacteria and germs.
The campaign also includes print and in-store execution.
Media duties of the campaign will be handled by Abbott’s media partner ZenithOptimedia.