Oronamin C brings daily energy and support to city dwellers

Japanese carbonated energy drink brand Oronamin C (奧樂蜜C) has launched a new campaign that positions itself as a partner to help busy city people stay energised, healthy, and lively.

The "Health proposal, your daily genki partner" (健康提案 每日元気拍檔) campaign is a year-long initiative in Hong Kong and Macau, created in collaboration with creative agency SO DON'T BORE.

The campaign highlights that Oronamin C is a vital hybrid solution - blending the benefits of a health supplement, the kick of an energy drink, and the refreshment of a leisure beverage for the modern, time-strapped professional.

By showing how it fits into different moments of daily office life, the campaign aims to connect with busy city dwellers who are health conscious yet too hectic to care for their health, while positioning Oronamin C as a reliable partner that helps them stay healthy, lively, and ready to take on everyday challenges.

It also seeks to differentiate the product in the competitive marketplace by highlighting its unique formula, which combines vitamins B and C with honey as a natural source of nutrients and energy.

The campaign features brand ambassador Isabella Chan and Hong Kong singer Arvin Tsang. Their positive, lively personalities match Oronamin C's brand image. Both also have a strong connection to Japanese culture — Tsang through his love of Japanese animation, and Chan through her work in Japan-related TV shows and theatre plays. This ties in well with Oronamin C's Japanese origin.

As part of the campaign, a TV commercial has been launched. It shows how a small bottle of Oronamin C can easily solve the daily struggles of busy city dwellers and help them stay healthy and energetic. The commercial features an office storyline with a romantic relationship between Chan and Tsang, designed to build a deeper emotional connection with viewers and present Oronamin C as a solution to their everyday needs.

Taking reference from the classic Japanese commercial style, the TVC is composed of short, energetic segments separated by recurring brand names and taglines that strengthen recall.

Furthermore, the same brand jingle from past commercials has been tactfully used to strengthen brand recall by building on the impression already created. After working exclusively with Chan for several years, the brand has introduced a new endorser, Tsang, to bring fresh excitement to loyal followers and to improve the brand's appeal to potential consumers of all genders.

To maximise reach and raise awareness, the campaign has used a variety of ad placements across multiple channels. On social media, it rolled out a mix of teaser and sustaining content to spark curiosity, drive ongoing engagement, and encourage user-generated content. The campaign is also promoted through TV, digital TV, out-of-home advertising, digital platforms, and Oronamin C's official social media channels.

“Living in one of the world’s busiest cities, Hong Kong people lead fast-paced and demanding lives. Despite becoming increasingly health-conscious, the rapid rhythm of the city often leaves insufficient time to take care of one's own health,” said Oronamin C.

“Through this campaign, we aim to show that even in such a hectic lifestyle, a small bottle of Oronamin C—rich in nutrients—can keep up with the city’s speed while providing daily nourishment and emotional support. Even in this ever-changing era, Oronamin C will continue, as it has for the past decade, to thoroughly support Hong Kong people’s health and wellbeing,” it added. 

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