ThinkNoLimit Marketing Coaching

Vita Lemon Tea has been around for ages. It's a key selling item of Vita and it was a very popular drinks when consumers had fewer choices in the past. It has become dated in the mind of the consumers somehow. Recently there has been a facelift on the packaging and I bet you would know the intention of this ad that follows the packaging change. Featuring MC Jin and 尹光 rapping together, it tries to give it an in image by contrasting with the old. The lyrics say about the unique taste and buzzword like VLT and slogan 澀得起, 就係我 too. It a composition of all elements thought to be needed to rejuvenate the image. Time will tell if this is a successful formula. My concern is that young people doesn't quite like to be told what is cool in the face.

Ribena is a brand with long history. It's a blackcurrant syrup with very single-minded selling point : more vitamin C than orange. Sustaining a brand long term is never easy. Once on decline, it has managed to turn around with smart marketing. One turning point was its launch of the squeeze foil pack offering convenience and targeting at the younger generation. Another smart initiative, I must say, is its market extension to the tea meal house market with Ribena with Lemon. It's a marketing initiative that takes insights, commitment from the management and a lot of hard works by the sales people. Originally sold at supermarkets and convenience store, you can imagine the amount of effort and resources that are required to get into a new arena . It's about risk taking and it takes all the guts to go for it. If we ever have a HK FMCG marketing casebook, I think it should be on the top of the list.

Hope all of you had a good holiday during Christmas. New year holiday is round the corner. Guess not too many people are the mood for work. It was Boxing Day yesterday. Are you lucky enough to receive one of these little red boxes ? How long have Cartier used this signature gift box ? I have no idea but it's a long enough heritage for everyone to remember. "Surprise in the red box" ? I don't quite agree. There is no surprise if you receive one of these red boxes. It must be a Cartier, an expensive gift of a prestigious brand. Packaging is a brand reminder as well as an image builder.

Speaking of creativity, I think the marketers in health food supplements are the most creative people. Take this 豐胸 pill as an example. It has a daring name 波動丸 and the propositions are "one inch and one cup up" and "個個月都要換Bra". What are the supports ? The ad spells : pure herbal ingredients, "targeting" formula and most interesting of all, "首創3G技術", 吓又關3G事?! Plus the "激凸" 3-dimensional packaging design, everything is closely tied to sell the product benefits. Who says HK people are not creative ?

Watsons is my favourite brand of distill water but there is only Cool available at the IPSC shooting association I go every week. I guess these labels are specially designed for students during the exam season. I'm not sure whether Cool is positioned for the younger generation. But if we are to hold a 無厘頭 label design competition, I will definitely vote for them.

Allow me to change the topic and let's leave ads for a while. Has anyone tried this new bottle of Lee Kam Kee Oyster Sauce ? I tell you it's an outstanding design. You just squeeze the sauce upside down and there is no drip. No drip at all ! Try it ! In marketing, adopting such an innovative packaging is never an easy decision. In the case of Lee Kam Kee, I think the struggle is whether to keep the old glass bottle packaging which may represent high quality to those older loyal consumers. Easy ! Keep both until the retail chains complain ! Well, probably proactive SKU/channel strategy has a role to play.