Beverage brand Meko will launch a set of TV commercials tonight to introduce its new product line Balancy Herbal Detox (清肝明目飲).
Through a partnership with media agency PHD Hong Kong and Fox Production, the campaign has taken a funny route with YouTuber GingerLemonCola (薑檸樂) to add some humour to a functional beverage category.
The first 30-second spot will air tonight on TVB Jade, HD Jade and J2, supported by various digital and social media platforms, such as myTV, YouTube and Facebook.
"In order to reach teens and create noises, we aim to use a very humorous and funny way to deliver our product’s functionality messages to our audience," said Vicky Wong, brand manager at Telford.
"Balancy has been a cheerful brand but this is the first time we use such a heavy dose of humour in marketing the brand."
Wilson Wong, planning manager at PHD Hong Kong, added: "The media landscape of beverage marketing has drastically changed. Rarely do we see print and outdoor ads from beverage brands these days while most of them shifted their focuses to mainly digital and television, with heavy use of social media influencers."
The company said it plans to use the TV commercials for the next two years, with variations set to roll out in coming weeks.
Creative agency: Fox production
Media agency: PHD Hong Kong
Planning manager : Wilson Wong
Media executive: Alley Wong
Media buyer: Carmen Yuen