Maxim's Snowy Mooncake TVCs


If I'm not wrong, 大班 is the first brand that came up with 冰皮月餅 many years ago. Now that many other brands have their own versions. I bet 冰皮月餅 as a sub category is growing big and replacing the "traditional" mooncake. And it's a battleground for "product innovation". Like Maxim's, it has tiramisu, green tea + chestnut, 楊枝甘露, super lemon and so on. Mooncake is not mooncake per se but a dessert.

Back to these two TVCs of Maxim's, the Joey Yung's one is from last year and the Kelly Chan's one is aired this year. I reckon they are quite consistent although there are different celebrities. The key message is "美心冰皮月餅 offers you a variety of enjoyments". Executions are different but the creative idea is the same where the celebrities in both TVC play different roles to express the different enjoyments. It can be quite a good strategy to build consistency over time.

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