Shanghai, 17 March 2016 – “King of the screen” Hu Ge (胡歌), who garnered several prestigious awards last year, has been confirmed as the new “President” of Minute Maid Pulpy (China). On 14 March, Minute Maid Pulpy’s new TVC – “Adding pulp to the brim” – aired online, spearheading the new creative campaign for 2016.
MullenLowe China, the primary agency for Minute Maid creative work and strategic planning will – together with Hu Ge – present a year of pulpy surprises for consumers.
An exciting new TVC recorded Hu Ge’s first day as “President” of Minute Maid Pulpy. In the commercial, around 20,000 oranges were couriered by airship and released on the Minute Maid office building like a citrus rainstorm. Oranges spewed out from containers and elevators and formed an ‘orange river’. The TVC also included anime-style humour and visual effects – which helped to enhance the entire orange pulp experience.
“Adding pulp to the brim” is the first TVC created by MullenLowe China since it was awarded creative duties for Minute Maid Pulpy. “Hu Ge is the perfect ‘president’ for Minute Maid Pulpy,” said Eddie Wong, CCO of MullenLowe China. “Like any good president, he is smart and confident. During shooting, we also saw his cute side and cheeky temperament – which really enhanced the playful nature of the orange pulp. Our aim is to work closely with the client to create more groundbreaking commercials for Minute Maid Pulpy. These films will get people talking and generate greater awareness of Minute Maid Pulpy.”
Aneek Ahmed, Creative Excellence Director at Coca-Cola China said: “MullenLowe China really did a splendid job of unearthing local insight and were able to translate the creative idea into great execution. The film tested really well in key markets. When there’s great chemistry working as a team, the output takes care of itself.”
The integrated campaign covers TV commercials, online, mobile, social media and outdoor advertising.