Suntory: SEE THE EFFECT

Credits & Description:

CLIENT SUNTORY
PRODUCT BLACK OOLONG TEA
ENTRANT MCCANN HEALTH SHANGHAI , CHINA
TYPE OF ENTRY HEALTH & WELLNESS: CONSUMER PRODUCTS
CATEGORY NUTRACEUTICALS
TITLE SEE THE EFFECT
PRODUCT/SERVICE BLACK OOLONG TEA
ENTRANT COMPANY : MCCANN HEALTH SHANGHAI, CHINA
ADVERTISING AGENCY : MCCANN HEALTH SHANGHAI, CHINA
KEVIN LEE MCCANN HEALTH EXECUTIVE CREATIVE DIRECTOR
HERO GONG MCCANN HEALTH CREATIVE DIRECTOR
JIA QIU MCCANN HEALTH CREATIVE GROUP HEAD
DINO SONG MCCANN HEALTH ART DIRECTOR
DAVID CHEN MCCANN HEALTH ART DIRECTOR
AARON ZHANG MCCANN HEALTH ART DIRECTOR
BRUCE REN MCCANN HEALTH COPYWRITER
JOANNE WANG MCCANN HEALTH GENERAL MANAGER
JACKY CHEN MCCANN HEALTH ACCOUNT DIRECTOR
JESSIE FENG MCCANN HEALTH ACCOUNT MANAGER
Describe the campaign/entry:
Packaging can change people’s eating habit. It is claimed that Suntory Black oolong tea contains highly concentrated tea polyphenol which can remove fat from meat. We can do promotion through traditional media or on internet, but we would like to do it through meat packaging. Plastic wrapping with white radish, carrot and tomato prints is used to wrap chicken, salmon, beef and other meat, which make the meat look like health vegetables with no fat. After this campaign, the sales of Suntory Black oolong tea increased by 15%, which means packaging is changing people’s eating habits.
Describe the brief from the client:
The main target audiences are those who care about their health and who wish to balance fat intake to keep a lithe healthy body while enjoying delicious food. For the brand proposition, what we want to address through this is that Suntory Black oolong tea contains highly concentrated tea polyphenol which can remove fat from meat, making your food healthier and letting you enjoy your meals.
Creative Execution:
We wrapped chicken, salmon, beef and other meat with plastic wrapping on which there is a dye cut print of white radish, carrot and tomato. The chicken, salmon and beef look like white radish, carrot and tomato due to the visual dislocation made by the transparent area on the packaging. This allows the meat look more like healthy vegetable with no fat.
Through this campaign, the sales of Suntory Black oolong tea increased by 15%. Many People started to drink a bottle of Suntory Black oolong tea with their meals or after their meals in order to remove the fat, it soon became a new eating habit.
Different from the promotion through traditional media or on internet, we choose product packaging, which is the most ordinary thing in our daily life as the medium, to communicate directly with consumers in a closer way. We would like to make consumers truly feel that “By controlling the fat intake, any food can become healthier.” And Suntory Black oolong tea is the advocate of this healthy concept who provides the best and most effective solution to “remove fat”.