Nongfu Spring lands in HK with new beverage range and local ambassador

Chinese packaged drinking water and beverage brand Nongfu Spring (農夫山泉) has officially entered the Hong Kong market, tapping Uni-China Group as its exclusive distributor.

The Chinese brand's launch in Hong Kong comes with a variety of  products tailored to Hongkongers, including “Nongfu Spring” natural drinking water, “Oriental Leaf” sugar-free tea drink, “Tea π” fruity tea drink, “Scream” energy drink, and fruit juices such as “NFC”.

To promote Nongfu Spring’s core philosophy of “natural and healthy” beverages in Hong Kong, Uni-China Group has launched a campaign titled “China’s leading packaged drinking water and beverage giant ‘Nongfu Spring’ officially launches in Hong Kong”, starting from 23 June. The campaign is in collaboration with creative agency Saatchi & Saatchi, which handles areas such as TV commercials (TVC), print, and digital, alongside PR agency The Bridge Agency. 

Agnes Lung, executive director and group chief marketing and digital officer, Uni-China Group, told MARKETING-INTERACTIVE that the campaign targets Hong Kong citizens aged between 25 and 60.

As part of the campaign, Nongfu Spring has appointed local actress Charmaine Sheh as the Hong Kong ambassador for Oriental Leaf. While the tea brand currently does not have an ambassador for the mainland, the marketing culture in Hong Kong is different, making it essential to find an ambassador who is respected in both mainland China and Hong Kong, according to Lung. This ambassador must also embody the sophistication and elegance that reflect the tea’s image as a high-quality, high-end product. 

“While the quality of tea in the mainland is exceptional, the sugar-free tea segment in Hong Kong is highly competitive. Therefore, it is crucial for us to identify an iconic ambassador who can effectively connect with consumers and enhance brand recognition,” she added. 

Sheh first tried Oriental Leaf years ago and was instantly captivated by its qualities: zero sugar, zero calories, zero artificial flavouring, and zero preservatives. “Sheh stands out as an ideal choice - not only is she and her team loyal fans of our product, but she also actively advocates for healthy tea alternatives. Her genuine endorsement aligns with our brand's mission and appeals to health-conscious consumers, a growing demographic in Hong Kong,” said Lung. 

As part of the campaign, a TVC featuring Sheh has been launched. Moreover, there’s a promotional video titled “Source Discovery Journey,” which features local actor Moses Chan visiting Nongfu Spring’s water source, Wanlv Lake.

To further promote the campaign, out-of-home (OOH) advertising has been launched, such as ads on sailboats navigating Victoria Harbour, aiming to create a memorable visual impact and boost brand visibility. The promotional campaign has also included advertisements in MTR stations and dynamic roadshow initiatives, such as mobile billboard trucks.

The brand has also invited local media to cover and promote the campaign, strategically placed in high-traffic magazines and newspapers to capture attention. Television commercials featuring celebrities such as Moses Chan have also been launched to widen the influence of ads. Additionally, the campaign has leveraged social media platforms and targeted online ads to reach a wider audience and enhance engagement.

“As the distributor of Nongfu Spring, a leading packaged drinking water and beverage brand, Uni-China Group is dedicated to introducing high-quality products to Hong Kong. As a consumer myself, I have been pleasantly surprised by the exceptional quality of this ready-to-drink tea, which offers an impressive price-performance ratio,” Lung said. 

“I feel truly honoured to bring in these outstanding products to the Hong Kong market. In my role, I leverage my own consumer insights to develop a comprehensive 360-degree communication plan and marketing strategy tailored to resonate with local residents, ensuring that they experience the same delight in our products that I have,” she added. 

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