Tao Ti continues its 15 year relationship with Andy Lau with a new TVC to support its latest bottled drink “Supreme Meta Tea”.
The relationship between Telford’s tea and Lau first started in 2000. Since then, the local actor has featured in Tao Ti’s commercial every year, helping to establish its back-to-nature mission. But after 15 years, are consumers buying into the 54-year-old’s selling power?
Vicky Wong, marketing manager of Tao Ti, admits that Tao Ti was concerned over Lau’s aging image, particularly at a time when the brand is seeking to draw in younger customers, but said he remained the preferred face for the brand.
“We’ve conducted a lot of focus groups about Lau being our brand ambassador. So far we cannot find any better match than him,” said Wong.
The commercial’s complementary soundtrack, performed by Lau himself, will continue to be the centerpiece of Tao Ti’s advertising, she added.
Other than terrestrial TV spots, this year’s campaign will employ different channels to build up the campaign’s reach, including MyTV, YouTube, Facebook, Atnext and HKTV. That’s on top of OOH placement on bus shelters, and a bigger chunk of media investment on digital media, especially social media platforms.
The campaign will run until mid-May.
Media agency: PHD Hong Kong
Buying director: Phyllis Lam
Planning manager: Wilson Wong
Media executive: Alley Wong
Media buyer: Carmen Yuen
Creative agency: Fox production
Film director: Donald Fok