TBWA Shanghai wins shampoo, herbal tea businesses from China’s Bawang Group

SHANGHAI - Bawang Group, one of China’s largest FMCG companies, has appointed TBWA to work on its Royal Wind (Zhuifeng) shampoo brand, as well as a Chinese herbal tea drink still under development.

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TBWA Shanghai wins shampoo, herbal tea businesses from China’s Bawang Group

The win follows a pitch last week that involved an undisclosed number of international agencies.

Bawang Group, with headquarters in Guangzhou, is famous for signing mega-stars such as Jackie Chan and Faye Wang as brand ambassadors for its product portfolio, including Bawang Shampoo, Zhuifeng Shampoo, and Bawang Tea.

Optimedia Guangzhou is currently assigned the media planning contract with Bawang for the Royal Wind, Herborn, and other brands under the group.

Jeff Ma, chief marketing officer of TBWA Greater China, said the agency is currently working on a new product development brief in the ready-to-drink (RTD) category and the brand repositioning of Zhuifeng shampoo.

Last year, Bawang was embroiled in a crisis around a cancer-causing chemical in its herbal shampoo products. Tests claimed to have found the compound dioxane, classified as a carcinogen in the U.S., in Bawang shampoos. On July 16, 2010, China's State Food and Drug Administration clarified that the low levels of dioxane contained in Bawang shampoos were not a threat to the health of consumers.

However, this has increased costs for sales and marketing promotional campaigns in relation to the restoration of confidence in Bawang products, according to the company's earnings statement in November 2010.

Robert Xie, general manager of Bawang Group commented that he was looking forward to a "win-win partnership" with TBWA.

Source:

Campaign China