Leo Burnett China helps Uni-President launch China’s first detox juice drink assisted by Mr Dirt
Uni-President, the China food and beverage giant, has just launched a bold fun video online to promote its new “Qing Chang Jiao Zhu” detox juice drink. Priced around RMB 20, the drink is creating a new category in the sophisticated beverage market as China’s first ever detox cleansing fruit and vegetable based juice.
This video was created by Leo Burnett China, who also developed the positioning strategy and the creative marketing solutions for Qing Chang Jiao Zhu.
In the video, the unhealthy conditions of the hero’s body is personified as Mr. Dirt, who keeps following and upsetting the hero. This idea is to remind people that nowadays due to our pressured lives many people suffer from bad breath, constipation and look unhealthy. These conditions are hard to get rid of, just like getting rid of Mr. Dirt.
Fortunately there is now a solution: Qing Chang Jiao Zhu! With a few sips of the healthy detoxing and cleansing drink, the hero finally gets rid of Mr. Dirt and rediscovers his happy healthy and handsome self again.
Detox cleansing drinks are still quite new in China. But with this amusing and engaging video, Uni-President hopes to explain to people the advantages that the drinks can bring them after just six days of cleansing.