Mengniu called a creative pitch for its ice-cream business earlier this month. A number of agencies were involved, including the two incumbent agencies ADK Beijing and Guangdong Advertising.
Mengniu's ice-cream products are divided into five series – Sui Bian, Mood for Green, Deluxe, Quzai and Ice+.
Bates141 gained the Ice+ and Deluxe brands, while ADK Beijing, the incumbent creative agency for Mengniu’s ice cream account for the past three years, has retained the Sui Bian, Mood for Green and Quzai accounts.
Mengniu’s ice-cream creative contract is for one year. The brand's first marketing efforts come in the form of a new nation-wide TVC campaign kicking off in April targeting teenagers and youngsters.
China Mengniu Dairy was the top bidder at the CCTV prime-time auction last November, splashing out a huge US$50 million.
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