Beverages (Non-Alcoholic & Alcoholic)

The Shortlist
CAMPAIGN
Wonderfarm Wintermelon Tea: Starting a Movement for Sales Growth
AGENCY
DDB Group Vietnam
CLIENT
Kirin Holdings, Singapore - Interfood Shareholding Company
BRAND
Wonderfarm Wintermelon Tea
DETAILS
CAMPAIGN SUMMARY

Wonderfarm Wintermelon Tea was a brand with a several-year trend of negative sales and a lack of trade confidence, as the RTD Tea category became saturated with new and aggressively marketed brands. Its 20-year history in Vietnam did not help either, with young consumers seeing it as a brand for their grandparents.
 
Wonderfarm Wintermelon needed a lifeline to save passive drinkers from lapsing and to take on new consumers. It also needed a major makeover to have young consumers remember the brand for its healthily refreshing benefits.
 
To give it a personality young consumers could relate to, we created Mr. Wintermelon (Anh Chang Bi Dao), a quirky green Wintermelon mascot whose job is to refresh any situation he comes across. Mr. Wintermelon introduced himself to Vietnam on TV with a signature dance move, and went out to teach it to everyone at malls and supermarkets through activations. He was also seen dancing on his new Facebook page, encouraging everyone to follow along. And everyone did, sparking a new dance craze in Vietnam.
 
As Mr. Wintermelon’s new dance caught on, so did sales for Wonderfarm Wintermelon – reviving its sales chart 7% and rejuvenating trade. Consumers of all ages took to Bi Dao’s funky personality and dance, improving brand likeability scores, making the campaign Wonderfarm Wintermelon’s most successful one in a very long time.
 
CAMPAIGN
Children That Canít Sweat
AGENCY
Dentsu
CLIENT
Kirin Beverage Company
BRAND
Kirin Alkali Ion Water
DETAILS
CAMPAIGN SUMMARY

Today, children with low body temperature have increased in Japan. They also sweat much less, which is a serious health problem. We tried to find a way to help children sweat more, and decided to shift from a "drink after sweat" approach, to a "drink water to sweat" approach. As a leading brand of drinking water, “Alkali Ion Water” has launched this project.

 “Parent-Child Co-sweating exercise” was created for that purpose. “Alkali Ion Water” teamed up with specialists and created 9 exercises that would stimulate perspiration. Since we wanted the parents to be aware of this serious problem, the exercises were designed for not only the child, but also their parents to take part and enjoy. The demonstration video was uploaded onto KIRIN’s website. We set up numerous events at malls where families were likely to be around. Many children and parents drank water, exercised and sweated. The messages have spread across the storefronts as well.
The campaign turned out to be a big success and became a popular topic on SNS and in the media.  It was broadcasted on state-run channel. As a result, it also became one of the most successful  communication cases in Japan’s health field.

This developing concern for low body temperature raised  social awareness to be recognized all over Japan. In numbers…  
 - We counted the total of 256 media exposures.
 - It was worth about $750,000 in advertising budget.
 - The sales increased by 16% compared to the previous year.
CAMPAIGN
Smirnoff : Reinvent
AGENCY
Ogilvy & Mather Bangkok
CLIENT
Diageo Moet Hennessy Thailand
BRAND
Smirnoff
DETAILS
CAMPAIGN SUMMARY

In a market dominated by whiskey, as well as entrenched social habits that resisted behavioral change, Smirnoff had to navigate a difficult market territory in Thailand that required it to achieve two seemingly contradictory objectives: make a high-impact splash to establish brand awareness and shake up the establishment with a new growth category, and delicately navigate a radical brand message that superficially resembled those of its new generation-targeted rivals.
 
Through refreshing imagery and a thoughtful brand manifesto based on extensive domestic research, Smirnoff created a campaign that broke through the cautious shallowness of fake-radical brand campaigns and connected with the new Thai generation’s desire to break free from its past. With a high-risk, high reward launch event that dared question the past and celebrated the courage to try new things, Smirnoff spiked its sales growth in spite of a new government tax barrier and grabbed significant mindshare of the target.
CAMPAIGN
Somersby "Books for Cider"
AGENCY
Alpha 245
CLIENT
Carlsberg Marketing
BRAND
Somersby Apple Cider
DETAILS
CAMPAIGN SUMMARY

The “Books for Cider” is about how Somersby Apple Cider, a relatively new entrant in a highly competitive category challenged conventions and broke habits through a small-budget high-impact initiative during the busiest marketing calendar month: December.
 
The year-end was all about people preparing for celebrations and thirsting for self-indulgence, a mindset reinforced by the category efforts to satisfy people’s thirst for more parties. With the mission of cultivating open-mindedness, Somersby Apple Cider decided to shift the focus from self-indulgence to spreading joy by quenching a different thirst.
 
Installing a pop-up bar in one of the most popular shopping malls in KL would have been consistent with the festive mood and category conventions - drawing people to participate in the revelry. But Somersby Apple Cider surprised shoppers with not just an ordinary bar. This bar accepted nothing but books as the mode of transaction. Shoppers were invited to buy a book for charity and they could exchange that book for a bottle of Somersby’s Cider. This unconventional way of sampling attracted many shoppers and with each exchange, the bar was slowly transformed into a library.
 
This sweet act of exchange not only provided an avenue for people to sample the drink but reminded them about the true spirit of the season and to spread a little joy to the underprivileged. Thousands of shoppers were surprised by how Somersby Apple Cider broke conventional habits and contributed meaningfully to the underprivileged. 
CAMPAIGN
Chivas 18 The Scene
AGENCY
Ogilvy & Mather Hong Kong
CLIENT
Pernod Ricard Hong Kong
BRAND
Chivas 18
DETAILS
CAMPAIGN SUMMARY

In a changing environment, Chivas faced declining brand relevance and flattening sales.  The brand owners charged the agency with repositioning the brand and reversing its fortunes. Using a branded content-led platform, the campaign succeeded in re-connecting the brand with affluent Hong Kongers. The campaign re-orientated Chivas around the Chivas18 SKU and delivered against all its objectives: brand reconsideration, image improvement and sales, it beat its sales objective by 15% against 80% reduction in marketing spend. 

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