Uni-China taps HK celebrity sports enthusiasts to introduce Scream to HK

Uni-China Group has tapped local celebrity sports enthusiasts to introduce Scream, one of Mainland China’s energy drinks, to the Hong Kong market. 

Also known as “Scream to the fullest. Recharge your energy” (盡情尖叫 補充能量), the three-month campaign has invited various Hong Kong celebrities such as Karl Ting (丁子朗), Ricco Ng (吳偉豪), Kyle Lee (李爾晨), Telford Wong (黃庭鋒), and Alan Chow (周嘉全), to represent the unique flavours of our energy drink.  

Their diverse athletic passions bring our brand to life, connecting with fans across different sports communities. Through their vibrant personalities and active lifestyles, they embody Uni-China's commitment to wellness, energy, and living life to the fullest. 

With the selection of these energetic celebrities, the campaign’s primary target audience is young sports enthusiasts. At the same time, the campaign aims to connect with all active individuals and go-getters who thrive on movement—especially under the blazing summer sun, said Agnes Lung, executive director and group chief marketing and digital officer, in conversation with MARKETING-INTERACTIVE.  

“Our campaign delivers the message of energy drinks as their perfect companion to keep you hydrated, recharged, and ready to power through every adventure.” 

The campaign strategically leveraged the influence of well-known celebrities who have appeared in popular sitcoms and TV programmes, she said. “Their relatable personalities and active, health-conscious lifestyles align seamlessly with our brand values.” 

“Through interviews, they shared personal and engaging stories related to sports, which not only humanise our brand but also foster emotional resonance with the public. This approach enhances topical relevance and drives broader audience reach,” she added. 

The campaign slogan “Scream to the fullest” (盡情尖叫) is designed to be bold, energetic, and emotionally resonant, Lung said. “A strong, memorable slogan enhances brand recall and reinforces our identity in the minds of consumers.” 

To create direct touchpoints with its target audience, the brand also sponsored sports events and competitions, allowing it to integrate its products into authentic athletic environments. “The visual content and photography generated from these sponsorships further amplify our brand presence across media channels,” she added. 

Furthermore, the brand also launched roadshows, which serve as dynamic platforms for the public to experience its products firsthand. “These events encourage interaction, build product familiarity, and create memorable brand experiences.” 

Word-of-mouth marketing has also been leveraged, said Lung. “We seed our energy drinks to athletes and influencers within the sports community, fostering organic word-of-mouth promotion. This grassroots strategy builds credibility and reinforces brand trust, as endorsements from real users often carry more weight than traditional advertising.” 

To amplify the campaign, the brand has shaped brand perception through media perception of the stars. Digital media and social media have also been used to promote the campaign.  

Lung added, “True to its bold name, Scream is all about feeling great and living life to the fullest, with four exciting flavours to choose from. I’m especially impressed by the patent bottle design — it’s easy to grip, perfect for an active lifestyle, and built to keep up without spilling a drop. We are excited for Hong Kong to experience the vibrant energy and uplifting vibe that Scream brings!”

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