FYI 4.22.2009

Coca-Cola Launches Coke Zero; Shangri-La Moves Global Creative to Ogilvy & Mather; Anna Sui Turns to Facebook in Hong Kong; Haier Appoints Maxus

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Coca-Cola Co. has launched Coke Zero, following several months of tests in eight major cities-- Beijing, Tianjin, Shanghai, Guangzhou, Shenzhen, Nanjing, Hainan, and Shandong. The brand will be rolled out nationwide this year, supported by a marketing campaign using the tagline, "Zero sugar, real Coke taste."

The creative features Chinese DJ Ah Bao. Coca-Cola said it picked the 20-year-old as the brand's spokesman because he represents a new creative class in China that is young, spontaneous, and fearless, and who are creating world class art, fashion, music, and technology.

"Chinese youth are demonstrating a strong creative urge. They possess the courage to explore different ways of defining themselves as individuals, within a huge collective," said Said Damian Coren, managing director of Red Lounge, a dedicated Coke marketing team in Shanghai comprised of staff from all of the U.S. company's roster agencies, such as Leo Burnett and Starcom MediaVest.

Ads will run in outdoor media, in-store displays and Coke's Chinese web site,, supported by wide-scale sampling promotions.
Shangri-La Hotels and Resorts has moved its global creative business to Ogilvy & Mather, following a three-way final pitch between O&M, McCann Erickson and longtime incumbent TBWA Worldwide.

The winning agency will develop a new global integrated campaign to promote the Hong Kong-based hotel group's properties as it embarks on growth and international expansion, said Kent Zhu, Shangri-La's group director of marketing in Hong Kong.
Anna Sui has launched a through-the-line campaign for Anna Sui's Super Black Mascara in Hong Kong. With a strong focus on digital, the campaign by Euro RSCG leverages social networking tools to target Anna Sui's tech-savvy consumers, and encourages brand interaction through virtual product application and online games.

The campaign is based on the concept that the eyes are the window to the soul, and the secret to captivating eyes is long, luxuriant, and ultra-glossy lashes. The tagline is "Long lashes that captivate; be the Anna Sui captivating star."

Advertising is running on a product mini-site on the brand's main Hong Kong web site,, and other sites such as YouTube, supported by direct marketing via e-mails and SMS messages. In-store materials entice consumers to be transformed into "captivating stars."

An interactive Facebook application ( encourages users to virtually apply all three new luscious Anna Sui Super Black Mascaras to their photos. If they share the game with friends, they can enter a lucky draw contest to win Anna Sui gifts.
Haier Group, one of China's largest state-owned enterprises, has moved its media business to Group M's Maxus division following a four-way pitch. Haier's media business has been handled by Interpublic Group's Initiative Media since April 2008.

Billings were not disclosed but the appointment includes media planning and buying for all Haier's product lines under its various sub-brands. The Qindao-based company primarily produces household appliances such as air conditioners, washing machines and refrigerators, both in China and overseas, but also makes electronics including mobile phones, television screens and computers. Haier Group reported 2008 sales of over $17.8 billion.

The appointment is a high-profile win for Maxus, one of the smaller WPP agencies in China, but Haier is known as a difficult client. Many agencies have worked with Haier in recent years, usually only briefly. Like most other state-run companies in China, Haier tends to treat marketing as a function of the sales department.

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