Brand's gives health advice in trucks

Hong Kong - Health supplement Brand's is heavily targeting office ladies via a series of outdoor marketing executions for its bird's nets product, a ready-to-serve health drink.

As the group believes local female shoppers' desire will continue to grow regardless of the economic downturn, it has invested HK$3 million in a campaign themed as "Health Deserves to Have Natural Beauty" featuring a web portal, billboards and print in female magazines.

Mindshare's Digital Team has recently been tasked to revamp Brand's portal. Publicis and Mindshare handle the Brand's creative and media, respectively. 

The group broke away from advertising vehicles--TVC--to better connect with consumers, and has switched to outdoor marketing, setting up trucks in the streets of Causeway Bay and TST to allow consumers to walk in and interact with health consultants. 

Chris Leung, marketing manager of Brand's Hong Kong, said marketing and branding is not a one-way communication.

"TVC was unable to bring our messages across in our past branding experiences, that's why we design a massive outdoor campaign to build brand engagement and enhance consumer experience."