Essence of Chicken

Brand's

Challenge:
To reposition Brand’s Essence of Chicken from being a general health tonic (for aunties and uncles) to a drink a whole new generation of young Chinese adults find highly relevant.

Solution:
Promote the idea “Brand’s makes you mentally alert, your unfair advantage in a bottle.” Ads across various media portray those who drink it as being incredibly mentally astute.

Results:
n/a