The campaign, which launched last Friday through media broker PHD, will consist of a TVC, print, OOH and a charity element via which Watsons will donate HK$1 to the London Paralympics for each bottle sold.
Doris Au, business director of Grey Hong Kong, told Campaign Asia-Pacific that to the brand, purity represents not only the core value of the product, but also a commitment toward the highest quality over decades.
By engaging the locally raised Lee, who won bronze in London, the campaign aims to "glorify the spirit of persistence and commitment to achieve the best", Au said.
The TVC captures Lee's ‘never give up’ attitude on the road to success in the Olympics, which took her from humble beginnings through a battle with anemia and struggles with numerous accidents and injuries.
Earlier this year, Grey Hong Kong extended the Watsons Water Hong Kong account, which it has held for seven years, into the mainland China market. Creative execution will be different for each market.
The brand's distinctive bottles, with their curvaceous body and green/blue cap, which can double as a small cup, were designed by Freeman Lau, who won an award for them. However, the bottles have been criticised on environmental grounds.
Credits
Client Watsons Water
Creative agency Grey Hong Kong
ECD Keith Ho
CD Kym Ma
ACD Jeff Tsang
Copywriter Kristie Chen
Art director Dia Nip
Business director Doris Au
Account manager Martin So
Media agency PHD Hong Kong
Exposure TV, print, OOH
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