The ad, which highlights the fruit pulp content of the drink, will run on TVB, ATV, i-Cable and now TV, debuting this evening. The brand’s packaging and ingredients have been overhauled, and a new flavour, grapefruit, has been launched.
The TVC was created by Metta Communications with media partner Universal McCann, and features Canto-pop star Eason Chan.
According to a Coca-Cola spokeswoman, the relaunch brings Hong Kong into line with China and Taiwan. Minute Maid was launched in China two years ago, and Taiwan last year. Minute Maid has been available in Hong Kong previously, but Coke is now keen to build it into a major brand.
“We used Eason Chan as he’s healthy and energetic, popular, and his playful image suits the brand,” she added.
The campaign will also supported by OOH, MTR, bus body and print from the end of October until the end of December
According to Euromonitor International, Minute Maid is the world’s number one juice brand.
Metta has previously worked on Coca-Cola’s Nestea Authentic Teahouse’s premium oolong tea and Healthwork brand.
The TVC was created by Metta Communications with media partner Universal McCann, and features Canto-pop star Eason Chan.
According to a Coca-Cola spokeswoman, the relaunch brings Hong Kong into line with China and Taiwan. Minute Maid was launched in China two years ago, and Taiwan last year. Minute Maid has been available in Hong Kong previously, but Coke is now keen to build it into a major brand.
“We used Eason Chan as he’s healthy and energetic, popular, and his playful image suits the brand,” she added.
The campaign will also supported by OOH, MTR, bus body and print from the end of October until the end of December
According to Euromonitor International, Minute Maid is the world’s number one juice brand.
Metta has previously worked on Coca-Cola’s Nestea Authentic Teahouse’s premium oolong tea and Healthwork brand.
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