SHANGHAI – Wyeth nutrition celebrates its 100th anniversary with the launch of an integrated branding campaign.
The campaign highlights what it takes to be a great parent in a Chinese society today, including the sacrifices and commitments made by parents in order to raise their children well.
“Great content and storytelling is so important now for any brand. At this special occasion, we don’t want to just talk about our product or our development history, instead we’ve placed our consumer, our greatest brand advocates, at the forefront of the communication,” said David Zhang, General Manager of Wyeth Nutrition Great China Marketing & E-commerce. “Each scenario in the film is based on the true stories that captured the true spirit of our brand in a powerful, and authentic way.”
McCann Shanghai, the leading agency behind the branding campaign, created a TVC featuring a series of different Chinese modern family scenarios where we see a child interacting with his or her parents. One scene shows a mother who was used to sleep in, now wakes up at 6:00 in the morning to prepare breakfast for her young family.
Another scene features a young father who used to be a travel bug but now sees his daughter as his whole world. He would snap photos of her during dance class and then create a photo album of the collected memories.
Chinese parents make a lot of life-changing adjustments so they could provide their children with a better life. The TV commercial clearly shows this, too.
“We believe in humanity and we’re putting that humanity and truth into the soul of our marketing approach. It’s a heartfelt way for a brand to celebrate its 100 years of impact by exploring stories of their eternal loving sacrifices and transformations they have made to become better people but more importantly better parents,” commented Ellen Hou, group-managing director of McCann Worldgroup Shanghai.
Beyond the film, this is a fully integrated communication campaign touching all points including print ads, ooh, social pushes as WeChat sponsored ads for the full version of the TV commercial, as well as a dedicated engaging website built to encourage and showcase user generated content from parents all over the country to share their own experiences as mothers and fathers.
Additionally, McCann Shanghai designed a series of gifts to award the young parents in a more social-emotional way, such as baby bibs with funny messages, such as “before my mom used to love selfies, now she only takes photos of me!” or “before, my mother used to be beautiful woman, now she’s a superwoman”.
Learn more about the campaign here: http://wyeth100.loncus.com/
This Campaign will continue till the end of August.
