Mannings places health as brand focus with new campaign

Local Health and beauty chain Mannings has launched a brand campaign in Hong Kong and Macau, “Say Yes to Better”, reflecting a new direction for the brand with health at the heart of it.  

Done in collaboration with creative agency DDB Group Hong Kong, the new positioning is designed to increase relevance and foster long-term growth for the brand.  

The initiative was inspired by consumer research which showed that despite the pandemic, consumers are less concerned about becoming ill, and more conscious and proactive about improving their health and wellness in general. However, while people may want to be healthier, the research also showed that they weren’t always making the best decisions to support that.  

The new campaign “Say Yes to Better” reflects that desire to improve, be it from “sick to healthy, healthy to fit, beautiful to confident, or well to better”, while offering a gentle reminder from the brand to make good choices.  

As part of the campaign, an online video has been launched to capture several daily moments where Hongkongers can “Say Yes to Better”, with Mannings able to support these choices.  

Marking the start of the brand revitalisation, the campaign will run for one month, with the video accessible online and on social platforms.  

Train station ads, print ads, and a considerable instore presence will help to amplify reach and impact. There will also be a Wellness Truck touring the city to connect with Hongkongers and give away health and beauty gift packs supporting consumers in making those healthy choices. 

Kayley Hui, marketing director, health and beauty, Hong Kong, Macau and China at DFI Retail Group, commented, “Staying healthy is a conscious choice and as a brand we want to empower our customers to make good decisions while supporting them with our quality products and professional services. Our vision is to be the trusted curator for everything health and beauty. This new platform is not just a new tagline, but a strong commitment to partner with all Hongkongers along their health journey.”  

Meanwhile, Cherry Wong, creative director at DDB Group Hong Kong, added, “As one of Hong Kong’s largest health and beauty retail brands, Mannings has a vast and diverse community of customers. We wanted to connect with them in a more meaningful way, and this platform not only talks to a very universal insight, but also highlights Mannings’ strong capability in the health and beauty space. We are excited to continue to build on this positioning in the future.”  

Don't miss: Mannings spreads good luck and wishes across HK with bus parade

Back in January, Mannings celebrated Chinese New Year by spreading good luck and wishes across Hong Kong with a "Fortune Dragon Bus" parade featuring the Mannings’ cat.

Done in collaboration with marketing and communications agency L Concept, the "Fortune Dragon Bus", which is an open-top double-decker bus, was designed with inspirations from the Year of the Dragon, red packets and sincere blessings.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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