McCann Hong Kong launches Mild Black Coffee Nescafe drink with tvc featuring Kenneth Tsang

Nescafe Black.jpgMcCann Hong Kong has released new work for Nescafé Ready to Drink (RTD) Coffee - the market leader and a time-honored brand in Hong Kong.

The campaign launched a new product in keeping with current wellness trends - Mild Black Coffee, a low calorie, sugar and milk free beverage.

McCann Hong Kong's campaign uses a deeply local cultural reference, in order to demonstrate how embedded the brand is in the market and to connect with local consumers.
The team invited Kenneth Tsang (曾江), a veteran actor in Hong Kong, to star in the campaign. He previously appeared in a well-known hair dye commercial, which was recently named by TimeOut as one of the top "television commercials every Hong Kong person will know". He therefore has a powerful association with the colour black in popular culture.

"We created campaign content with the iconic star, 曾江 Kenneth Tsang, who has a strong connection with 'black', to give the story an authentic twist", commented Jaslin Goh, Managing Partner and Chief Strategy Officer, McCann Hong Kong.


"The campaign is both online and offline, spanning different media, including online video, Facebook and Instagram posts, online banners, MTR 4-sheet posters and bus wraps, all with a tongue-in-cheek approach to bring out our the key message - Mild Black is the new choice of Black coffee", remarked Florence Kong, Managing Partner, McCann Hong Kong.

"We aim for Nescafé to be an integral part of Hong Kong culture and this "Mild Black" campaign captures a quintessentially Hong Kong feel", said Chloe Kwok, Business Manager, Nescafé RTD, HK.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.