Minute Maid has created the magical world of The Pulpy Factory in a Willy-Wonka inspired campaign for the China market.

The campaign stars Chinese celebrity Hu Ge as the flamboyant President of Pulpy, who takes visitors on a tour of the factory to launch the brand’s new Minute Maid Pulpy Drink.

As Ge travels through The Pulpy Factory, he showcases the drink’s features such as using three different types of pulp for added flavour.

The campaign incorporates TV, digital, social, content and events and was created by MullenLowe Shanghai.

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.”