Nescafé has launched an integrated campaign for the new ready-to-drink product “mild black coffee”, in a bid to keeping up with the current wellness trend.
Partnered with McCann Hong Kong, Nescafé has featured Hong Kong-based veteran actor Kenneth Tsang (曾江) in the ad to connect with local consumers. Tsang has been appearing in a well-known hair dye commercial - recently named by TimeOut as one of the top “television commercials every Hong Kong person will know”.
“We created campaign content with Tsang, who has a strong connection with ‘black’ in local pop culture, to give the story an authentic twist,” commented Jaslin Goh, managing partner and chief strategy officer, McCann Hong Kong.
The campaign spans across both online and offline media, including an online video, Facebook and Instagram posts, online banners, MTR 4-sheet posters and bus wraps, all with a tongue-in-cheek approach to bring out the brand’s message - mild black is the new choice of black coffee, said Florence Kong, managing partner, McCann Hong Kong.
Chloe Kwok, business manager, Nescafé RTD, HK, said: “We aim for Nescafé to be an integral part of Hong Kong culture and this ‘mild black’ campaign captures a quintessentially Hong Kong feel.”