Tag: Brand campaign

Hong Kong – MoneyBack, the loyalty program under AS Watson Group, has partnered with TBWA Hong Kong to launch a new branding campaign, introducing updates to its platform and expanded offerings for users.

MoneyBack’s enhanced platform challenges the traditional rewards model by allowing users to explore rewards before making purchases, offering a new approach to planning shopping experiences.

The updated app features a redesigned user interface (UI) and improved user experience (UX), alongside a network of over 200 partners across diverse categories. This shift places rewards at the forefront, giving consumers the ability to make more informed decisions when shopping for everything from groceries to travel or fashion.

The changes mark a significant shift for MoneyBack, which is expanding beyond its origins with AS Watson Group brands like ParknShop, Watson’s, and Fortress. The platform is now offering a broader range of rewards in categories such as fashion, sports, travel, and entertainment.

To support the revamp of its rewards platform, MoneyBack has partnered with TBWA Hong Kong to launch a new campaign. The initiative not only highlights the platform’s expanded features but also aims to reshape how rewards programmes integrate into consumers’ daily routines.

The campaign, built around the tagline ‘易搵易賺 易賞錢’ (Find it. Earn it. Get MoneyBack!), focuses on the simplicity and enjoyment of discovering, earning, and redeeming rewards. It positions the MoneyBack app as more than a tool for accumulating points, instead presenting it as a means to enhance shopping experiences.

As part of the campaign, MoneyBack and TBWA Hong Kong have selected Hins Cheung as the official spokesperson. He performs the new MoneyBack theme song and introduces a signature gesture aimed at strengthening the brand connection.

Hins’ popularity and relatable personality were key factors in the decision, aimed at connecting with the brand’s broad target audience, which spans from Gen Z to baby boomers. His blend of humour and approachability helps guide users through the platform, making the rewards process feel both simple and enjoyable.

William Chow, creative partner at TBWA Hong Kong, commented, “Our goal was to reimagine how MoneyBack fits into the everyday lives of Hong Kongers. Hins Cheung was the perfect choice to deliver this vision. His ability to connect with audiences across generations, paired with his fun and lively personality, allowed us to craft a campaign that feels fresh, engaging, and relatable.”

The campaign will run across various media, including TV commercials, out-of-home (OOH) advertising, social media, digital platforms, and in-store displays at 468 locations. The theme song will play in ParknShop, Watson’s, and Fortress stores, alongside point-of-sale materials promoting the revamped platform.

MoneyBack is also supporting local businesses through its “Neighborhood Treasures” initiative, which invites small shops from across Hong Kong’s 18 districts to join as free partners. The campaign offers offline and online promotions, exclusive discounts, and greater exposure for local stores, enhancing the shopping experience for MoneyBack users.

Australia – ALDI Australia is making it easier than ever for Australian shoppers to find high quality products at every day low prices in its latest campaign via BMF.

The campaign, ‘Quality is Easy to Find’ opens up on a tense briefing between a search leader and his volunteers in remote bushlands. As the team embarks on what is expected to be a long and tenuous mission, the search is swiftly called off just as it begins. 

Then, a member of the search party quickly finds what they have all been looking for – ALDI’s Deli Originals Traditional Style Hommus, proving that quality is easy to find at ALDI since that is all ALDI stocks.

Jenny Melhuish, marketing director at ALDI Australia, said, “ALDI isn’t about offering endless options, we are about offering Aussie shoppers the right one. Every single product on ALDI’s shelves is benchmarked against customer favourites and category leaders, enduring multiple quality tests and reviews to ensure it meets our incredibly high standards.”

She added, “If it doesn’t stack up, it simply doesn’t make the cut because quality shouldn’t be something you have to search for. At ALDI, it’s right there in front of you. With a carefully curated range of 1,800 core range products, we make it easy for shoppers to find high quality items at unbeatable prices every day.”

Meanwhile, David Fraser, executive creative director at BMF, commented, “Nobody wants to spend more time scouring supermarket shelves, comparing labels, and questioning their hommus choices. So ALDI keeps it simple and only stocks the very best.”

Created in partnership with BMF, Zenith Media, and Ogilvy PR, the integrated campaign will air across TV, cinema, radio, OOH, social, owned channels, and PR.

Hong Kong – Japanese beauty brand SHISEIDO has launched a new branding campaign in Hong Kong, highlighting resilience and strength as part of the rollout for the latest iteration of its Ultimune serum.

The #FullBloomBeauty campaign, developed for the Hong Kong market, was created in collaboration with creative agency Omelette Digital, media agency iProspect, and digital agency Pontac. It is also part of SHISEIDO’s global creative platform, “Freedom From Age.”

The campaign presents SHISEIDO’s camellia as a symbol of resilience, flourishing even in challenging conditions. It also features the latest version of Ultimune, which incorporates the company’s Power Fermented Camellia+ technology. This formulation, designed to support skin immunity, targets ageing skin cells using a memory T cell approach aimed at promoting a more revitalised appearance.

“The term ‘全盛期’ has traditionally been used to define the peak era of an individual. It is our privilege to bring a twist to this concept, reminding consumers that beauty knows no age. Everyone can radiate with full-bloom beauty at the best of their age as they unleash their inner resilience,” said Andrea Choi, creative director of Omelette Digital.

As part of the campaign, SHISEIDO also extends its collaboration with Keung To, Anson Lo, Ian Chan, and Edan Lui of Hong Kong boy band MIRROR, who have been brand endorsers for several years.

The campaign features MIRROR members in a story video reflecting on the resilience of the camellia and how it resonates with their personal journeys. Additionally, a series of individual videos highlights each member’s perspective on resilience and their experiences with the latest Ultimune serum.

To extend the campaign’s reach, SHISEIDO has rolled out a series of out-of-home (OOH) advertisements across Hong Kong, reinforcing the #FullBloomBeauty message. The campaign also includes exclusive MIRROR-themed collectibles, available with purchases, offering fans a connection to both the brand and the boy band.

SHISEIDO also launched a series of teaser videos featuring MIRROR members looking toward the iconic IFC building as camellias bloom in the background. These visuals set the stage for an upcoming SHISEIDO pop-up event, inviting beauty enthusiasts to take part in the celebration of resilience and beauty.

Gloria Ho, president and managing director of Shiseido Hong Kong, said, “New Ultimune is our latest science-backed innovation, backed by over 30 years of research, bringing SHISEIDO’s over-the-century Art & Science together. By highlighting Camellia’s resilience story, we aim to inspire and engage local consumers, demonstrating how our product embodies inner strength and vitality, echoing Shiseido’s corporate mission “Beauty Innovation For A Better World.” This branding campaign, combined with our omnichannel marketing strategy, will create a unique and immersive experience for our customers.”

USA – Japan Airlines (JAL) has teamed up with global digital marketing firm Jellyfish to launch its latest global brand campaign, ‘You Mean the World,’ starring Liverpool FC players.

Japan Airlines’ (JAL) new campaign highlights its commitment to ‘omotenashi,’ Japan’s tradition of selfless hospitality, emphasising personalised service for every traveller. It aims to make every passenger feel valued, whether in the air or on the ground.

The campaign draws parallels between travel and football, featuring Liverpool FC players to symbolise shared experiences and JAL’s dedication to exceptional service.

As the official airline partner of Liverpool FC, JAL’s campaign features players Dominik Szoboszlai, Darwin Núñez, and Jenna Clark in visuals incorporating symbolic elements such as crane feathers for tranquillity, butterflies for travel excitement, and cherry blossoms for renewal. Developed through 3D scans by Mayda Creative Co., the imagery combines traditional and modern design influences.

Minako Kent, managing director of global marketing at Japan Airlines, said, “Our new overseas advertising campaign aims to inspire potential travellers and showcase the exceptional service that can be expected when travelling with us to destinations around the world. We also want each and every customer to know how much they are valued through a simple yet sincere message expressing that they mean the world to us.”

Mayumi Tatsuta, VP creative at Jellyfish, added, “Our goal was to capture the magic of travel through Japan Airlines’ lens of omotenashi. This campaign celebrates those unforgettable moments where care, comfort, and wonder converge.”

The You Mean the World campaign has launched across connected TV, online video, social media, and digital out-of-home platforms in the UK, US, Thailand, and Singapore.

Hong Kong – For the first time in its 137-year history, Hong Kong-based Lee Kum Kee has launched a global brand campaign, celebrating the universal power of togetherness, tradition, and shared culinary experiences that transcend borders and generations.

In collaboration with DDB Group Hong Kong, Lee Kum Kee’s global campaign seeks to strengthen its connection with an expanding international customer base while attracting new audiences worldwide.

Titled ‘FLAVORS THAT BIND,’ the campaign pays tribute to the brand’s cultural significance, emphasising its role in bringing people together—not just around the table, but across generations and continents—through its diverse range of Chinese and Asian sauces and seasonings.

Lee Kum Kee launched its campaign during Lunar New Year, a time of global gatherings over traditional dishes, to celebrate Asian culture and values. The campaign film highlights how meals with Lee Kum Kee sauces foster deeper connections through shared traditions and heritage.

The brand film is supported by Lee Kum Kee’s largest media investment to date, featuring prominent placements on digital billboards in New York’s Times Square, London’s Outernet, Shanghai No.1 Department Store, and Hong Kong International Airport, along with extensive online and social media coverage.

Additionally, Lee Kum Kee has also partnered with FleishmanHillard offices in Hong Kong, Shanghai, London, and New York for global PR; Cedar HK for content management; and Havas Hong Kong for media to ensure the campaign resonates with a worldwide audience.

Doreen Cheng, chief marketing officer at Lee Kum Kee Sauce, said, “With the launch of our new brand campaign, Lee Kum Kee celebrates its evolution as a global gateway to Asian culinary culture, representing the diversity, richness, and expressivity of Asian flavours on a global stage.” 

“For us, ‘global’ is not restricted to geography—it’s an attitude of authentic inclusiveness, where the flavours, traditions, and togetherness we celebrate resonate universally; this spirit is at the heart of our campaign. Through the brand film, we aim to preserve our heritage while inspiring chefs and food lovers to connect with Asian cuisine in meaningful ways,” Cheng added. 

Adrian Ts’o, chief strategy officer at DDB Group Hong Kong, also shared, “It’s not every day you get the brief to take a homegrown Hong Kong brand to the world. This is exactly the kind of work we aspire to do more of. Our city and region have so much to offer, and it’s an exciting new era for Lee Kum Kee. We look forward to showcasing this phenomenal brand to audiences across the globe.”

India – Rockit, the new-age energy beverage founded by Vedant Garg, has teamed up with design agency Stratedgy to debut its bold new packaging—shifting away from machismo-driven branding to embrace a vibrant, inclusive, and positive aesthetic.

Rockit’s packaging embodies a bold vision, featuring vibrant colours, playful designs, and a commitment to inclusivity—celebrating speed, ambition, and positivity in every detail.

The brand’s fresh look signals a bold departure from the grungy designs, aggressive branding, and testosterone-driven narratives that have long defined the energy drink category. It aims to disrupt the traditional energy drink market by providing a refreshing alternative to the cluttered, hyper-edgy designs in the market. 

Rockit’s packaging embodies a bold vision, featuring vibrant colours, playful designs, and a commitment to inclusivity—celebrating speed, ambition, and positivity in every detail.

Commenting on the look, Kruti Berawala, co-founder at Stratedgy, said, “We wanted to create something truly different in this category. Rockit isn’t just another energy drink—it’s a statement: a brand for anyone chasing momentum, breaking stereotypes, and redefining what energy means in India. It is inclusive, approachable, and free from the heavy-handed machismo often seen in this space.”

Backed by Sauce.vc with an initial investment of ₹6 crores and supported by Rannvijay Singh as both investor and brand ambassador, Rockit aims to cut through the clutter and redefine energy for Indian consumers.

Neelesh Patodi, CEO at Rockit, commented, “The beverage industry in India has seen tremendous growth, and more so in energy drinks. It is poised to further grow 3X in the next 3 years. We are confident that with our right mix of product, taste, design, and distribution first approach, we will create the fastest-growing beverage business in India.”

“With Rannvijay as the brand ambassador and Sauce.vc as our partner, together we make a perfect team to create a refreshing alternative to existing options that will align with the new India. We look forward to winning the trust of our consumers with our commitment to quality and affordability,” Patodi added. 

Hong Kong – Carlsberg has revealed its new brand area for the inaugural Hypefest in Hong Kong, showcasing an outdoor bar, a star-studded DJ stage, and a collaborative DIY booth created in partnership with Hypefest.

As the official partner of Hypefest Hong Kong 2024, Carlsberg is poised to enhance the attendee experience with a thoughtfully curated space that seamlessly blends beer, music, and art, creating an exciting lifestyle immersion.

Carlsberg’s DJ stage, inspired by its iconic hop leaf, will come alive as a stunning three-dimensional spectacle for the enthusiastic crowd. With a vibrant backdrop designed to enhance the atmosphere, the brand has also invited a diverse lineup of local and regional DJs to perform in Hong Kong. This promises an electrifying experience, delivering high-energy performances that pulse with quality on the exclusive DJ stage.

Attendees can look forward to an exciting lineup featuring artists like Just Bee, Jerry Haha, Immuno, Dj Yamato Inoue, Jfüng, Katagyal, Twig Needles, Notep, Spookifybros, Xu (Lapsap), And Arthur Yeti. Adding to the excitement is the highly anticipated appearance of Yuka Mizuhara, sister of Japanese model Kiko Mizuhara, who will be flying in from Japan to take over the turntables at the event. 

Meanwhile, Carlsberg’s outdoor bar, inspired by its iconic hop leaf, will be adorned with branded glass bottles, creating a stylish and inviting hangout space. The activation will feature vibrant green lights that enhance the electric ambiance, infusing the area with an extra burst of energy.

The brand will also feature the “Hypefest x Carlsberg DIY Booth.” Attendees who spend over HK$240* at the Carlsberg outdoor bar will gain access to exciting games and the chance to win exclusive collaborative T-shirts—perfect for commemorating the unforgettable moments of Hypefest Hong Kong 2024.

Presented by Hypebeast, the inaugural Hypefest in Hong Kong will take place at the Central Harbourfront Event Space on November 9 and 10. This event will showcase the best elements from previous editions, delivering an unparalleled cultural experience where creativity and culture shine.

Singapore – FairPrice Group (FPG), Singapore’s largest retailer, has launched a new campaign aimed at highlighting the daily struggles of everyday families and how the brand strives to make life a little easier for them. The campaign, which centers around the tagline “Every Day, Made a Little Better,” is spearheaded by an emotional short film produced by BBH Singapore.

Directed by Tan Hui Er, the film focuses on a hardworking Singaporean couple and their young son as they navigate the ups and downs of family life. The storyline showcases relatable moments, such as the mother feeling guilty for arriving home late from work without time to cook, and the father rushing to pick up their child from school. Tender scenes depict the emotional highs and lows of parenting, from a tearful meltdown in a supermarket aisle to a child drawing on the bedroom wall in crayon.

As the narrative unfolds, it highlights how small moments can have a big impact on daily life, with FairPrice Group quietly playing a supportive role in the background. The film is set to a specially composed song titled “You’re Doing Well,” reinforcing the campaign’s message of reassurance and hope.

Running for three months across cinema, social media, digital platforms, and out-of-home (OOH) channels, the three-minute film, along with 30- and 15-second cutdowns, is designed to create a strong emotional connection with viewers. It emphasizes FPG’s role as a trusted partner in helping families manage their everyday challenges, underscoring its commitment to supporting the Singaporean community.

The campaign encourages families to find positivity in their daily lives, even when things aren’t perfect. It serves as a reminder that the little moments spent together are what matter most. This message will be reinforced through various community and customer engagement initiatives launched by FPG’s brands, reflecting the company’s social mission to keep essential goods accessible to all Singaporeans.

In addition to its retail operations, FPG champions several community support initiatives through its philanthropic arm, FairPrice Foundation. Programs like “Start Strong, Stay Strong,” “Cheers Breakfast Club,” and the annual “A Full Plate” food donation drive showcase the group’s dedication to promoting healthier and more fulfilling lives for Singaporeans.

BBH Singapore was responsible for developing FPG’s refreshed brand architecture, aligning its sub-brands—FairPrice supermarkets, FairPrice Finest, FairPrice Xtra, Cheers convenience stores, and Unity pharmacies—under the master brand to strengthen their collective impact.

With this new campaign, FPG aims to deepen its emotional connection with Singaporean families and demonstrate the meaningful ways it supports them in their everyday lives.

Alvin Neo, chief customer and marketing officer at FairPrice Group, said, “FairPrice Group’s latest brand campaign, “Every Day, Made A Little Better,” is more than just a brand refresh milestone for us; it is a heartfelt affirmation of our purpose and ethos. The campaign launches with a brand film unlike anything we have ever done, gently reminding the families we serve that even amidst life’s inevitable challenges, their daily efforts, no matter how small, do make a difference. It is a celebration of the extraordinary found in our daily lives and the important things to be grateful for. This same spirit fuels us at FPG, inspiring us to never stop giving our best to make every day a little better for those we serve.”

Meanwhile, Khairul Mondzi, executive creative director at BBH Singapore, commented, “We wanted to create something that would uplift and inspire people, that trying your best, even in small ways, makes every day a little better. Everyone, from the FairPrice Group team to our production partners, put their heart and soul into bringing this vision to life.”

Paris, France – Economy hotel brand Ibis has launched the global ‘Go get it’ brand campaign in celebration of its 50th anniversary. The campaign highlights the importance of making travel accessible to all.

Produced in collaboration with Saatchi & Saatchi London, the campaign involves a series of seven true travel stories. French filmmakers Clement Dozier and Camille Dauteuille directed the films.

“Fifty years ago, ibis democratised travel by introducing the concept of economy hospitality, providing guests with friendly service, great design, consistent quality – all at an affordable price,” Jean-Yves Minet, global brand president of midscale and economy at Accor, said. 

“Ibis has remained a leader in the economy segment for 50 years because we know that guests get the most out of their travels when we put the most into their stays. Whatever the reason for their travel, wherever they are in the world, there’s an ibis to help guests Go get it,” Minet added.

“Ibis is one of the best-known hotel brands in the world, growing at pace to serve the world’s travelers, last year hosting almost 72 million stays. Travel has become the most essential ‘non-essential’ experience today, and our latest global ibis travel intent research shows that one in three respondents plan to travel more in 2025 than they have this year. Across the globe, particularly in fast-growing regions like Asia, we’re seeing a surge in the traveling population. At ibis, we are perfectly positioned to cater to the evolving needs of this new generation of travelers,” Karelle Lamouche, chief commercial officer of premium, midscale and economy brands at Accor, said.

Ibis was established in 1974 and has been promoting quality yet affordable travel since then.

India – German lifestyle brand Hettich has unveiled its latest brand campaign, highlighting its new positioning of ‘Magical Interior Experiences,’ which infuses the brand narrative with a sense of wonder and enchantment.

Titled ‘The Youngest Magician,’ Hettich’s latest campaign seeks to transform industry and brand perceptions from focussing solely on functionality to fostering an emotional connection that deeply resonates with consumers’ affection for their homes and décor.

The campaign film features a young boy whose love for home interiors makes him believe he can be a magician with Hettich. In a home filled with wonder, Magic Boy shows how Hettich’s innovative fittings and appliances can turn ordinary spaces into magical places.

Hettich’s campaign is further enhanced by a comprehensive 360 media plan, inviting audiences to experience their homes through the Magic Boy’s eyes, where every fitting and appliance adds a touch of magic to everyday life.

Jiteen Aggarwal, CMO of Hettich India and SAARC, commented, “This campaign brings to life the transformative power of Hettich’s innovative fitting solutions and appliances, turning ordinary moments into magical experiences within living spaces. With its stylish imagery and dynamic execution, the campaign aims to elevate the brand’s aspirational appeal and showcase its commitment to enhancing lifestyles.”