Uni-President revives China’s bully boss and overworked staff stereotype in herbal tea ad

"With such big cleavage, the client will surely like you"

“With such big cleavage, the client will surely like you”

Food and beverage giant Uni-President is focusing on digital to promote a new brand of energy-giving herbal tea targeted at young white-collar workers in China.

The campaign for Zhi Jue – which means intuition in Chinese – centres on a two and a half minute video that features a young woman who is being berated by her boss for sloppy work.

The video will run until 31 August in-store displays, on Youku and PPTV and in video-sharing promotions. There are interactive iterations of the ad viewable in 15-second clips, and different versions encourage the dance featured in the video to be parodied and shared online.

The agency behind the campaign is Digital Hub, a unit of WPP agency Grey, which produced both the off- and online work.

“Uni-President chose digital as the main communication channel as this particular digital campaign is very unique. Grey’s global planning tool, SHIFT, ensured that our strategic planning work, starts from initial product innovation,” said Canon Wu, chief digital creative officer of Grey Group Greater China.

“This allows us to turn our consumer insight into an effective digital strategy, presenting a campaign with clear direction and long term effectiveness, as well as a close and lasting cooperation between Grey and our client,” said Wu.


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