New Quaker concentrated powder drink targets young adults in this TVC via DDB China Group
DDB China Group has launched a new campaign for Quaker Concentrated Powder Drink (CPD) to attract and appeal to young adults keeping Quaker top-of-mind as being a healthy & nutritious choice.
Quaker CPD is a new line of products by Quaker aimed at attracting new customer groups and extending Quaker’s product line. Focusing on the concept of ‘Delicious, Nutritious, with No Additives’, the campaign links the product benefit ‘Naturally great Taste with No Additives” with women who are confident with their natural beauty (with no makeup and excessive accessories) in the 30-second TVC.
“We are very pleased with the new TVC that captures a real slice of life moment where a couple is enjoying the warm oat drink together, and through their intimate interaction, illustrates the benefits of the product in the most natural and authentic way,” Angie Wong, Business Director of DDB China Group said.
Taiwanese singer Aggie Xie, was chosen to star in the TVC because of her natural, fresh, relatable beauty. She is joined by Deng Ning, a popular singer in China who is known for his performance on several popular TV shows on Jiang Su TV. Both celebrities are well known and positively regarded among teens and young working adults in China.
The campaign also includes an interactive online game that enables consumers to find out additives that are negative in their daily lives; at work and at meal times. By participating and playing in the game, consumers are able to let out their true nature and empower themselves to get rid of negative additives. The game rewards participants who are able to get rid of most additives within a set time limit with prizes from Quaker products.
A spokesperson from Quaker said, “We hope the Quaker CPD TVC is able to touch the hearts of younger working adults and remind them to enjoy a convenient, high-quality, nutritious and delicious drink. We hope that Quaker will take the lead in China as a highly regarded nutrition focused brand.”
Credits – Creatives: Eva Hou, Omega Guo, Arslan Long, Lara Lee. Account Management: Angie Wong, Jasper Chou. Production House: Moviola. Director: Anthony Ng.