To help Minute Maid announce the launch of the new Triple-flavour Pulpy this summer, MullenLowe China creates a magical world called The Pulpy Factory, which takes the audience through a highly imaginative landscape that showcases what goes into the new Pulpy.
In this new TV Spot, famous Chinese celebrity Hu Ge assumes the flamboyant role of the President of Pulpy where he shares the secrets behind the production of the new Minute Maid Pulpy Drink. As he journeys through the surrealistic Pulpy Factory adorn with colourful characters, he highlights the unique techniques are are being used to create “Triple the Pulps, Triple the Pleasure.”
Cheelip Ong, Chief Creative Officer of MullenLowe China says: “Minute Maid has always been about breaking the dullness and injecting taste pleasure and positivity into the lives of its audience. By reimagining a Pulpy Factory that is filled with fun and fantastical elements, we were able to better engage our audience and let them learn about the product story in an entertaining way.”
Minute Maid’s The Pulpy Factory summer campaign will continue to extend the brand experience through channels like TV, Digital, Social, Content and on-ground events.
Creative Credits
Title: Minute Maid Summer Campaign
Client: Minute Maid – The Coca-Cola Company
Agency: MullenLowe China
Chief Creative Officer: Cheelip Ong
Creative Director: Diana Tan / Ewan Yap
Art Directors: Ewan Yap / Cheelip /
Copywriter: Cheelip Ong / YP Chen
Account Management: Jason Ng / Ole Luk / Sara Bao
Producer: Yimin Yang
Production Company: A New Life Films
Director: Eric Will
Post-Production Company: Juice and Xiaowen
