Jenny Chan 陳詠欣
Nov 17, 2015

Lowe China tipped to nab Minute Maid Pulpy

SHANGHAI - Lowe China is understood to have won the creative pitch for Coca-Cola's Minute Maid Pulpy brand.

Lowe China tipped to nab Minute Maid Pulpy

The news of the pitch for Minute Maid Pulpy, which rivals Coca-Cola in terms of sales volume in China, was broken by Campaign Asia-Pacific in August. 

Knocking out FCB and incumbent AOR Saatchi & Saatchi in the last round of pitching, Lowe is said to have won the business based on how well its proposed animatics tested in third-party research.

Minute Maid took the pitched creative work from the final agencies through ad pre-testing and validation by Millward Brown, the regular research agency used by Coca-Cola.

"Research determined the winning concept and therefore the winning agency," according to an insider close to the client.

According to industry sources, revenue for the above-the-line account is estimated at RMB10 million (US$1.56 million) per year.

Saatchi & Saatchi and FCB have not responded to requests for comment.

 

Source:
Campaign Asia

Related Articles

Just Published

2 hours ago

Bitter chocolate: The fallout of a poorly planned ...

The fintech’s abrupt restrictions on withdrawals and debit card spending have triggered a backlash, denting its reputation in Singapore.

2 hours ago

Too old for the party, too young to leave—the ...

There comes a time when no amount of Adidas Sambas or Botox can hide the fact that you’re no longer the right person to give advice on micro-influencers. Alison McKinnon on the realities of ageing in advertising—and why she’s not done yet.

3 hours ago

Six ad agencies under scrutiny in Indonesian Bank ...

The case has already led to multiple arrests and a raid on former West Java governor Ridwan Kamil’s home.

6 hours ago

Why the adtech ecosystem continues to struggle with ...

Data segments leave a lot to be desired, and the solutions put in place to fix them are complicated. Campaign talks to experts about transparency issues and whether standardisation is necessary.