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M&C Saatchi and Golin Harris appointed to Brand's InnerShine Berry Essence in China
by Benjamin Li
4-Dec-09, 09:00
BEIJING - Golin Harris and M&C Saatchi have been appointed by Brand's to work on its InnerShine Berry Essence's PR and creative accounts in China.
Brand's is aiming to expand its market share in the health and wellness supplement category in China with a US$1.5 million investment to market InnerShine Berry Essence in China in 2010.
Angela Hsu, MD of M&C Saatchi Shanghai said: “We worked on the Brand’s Chicken of Essence account in China for three months, the client was happy with our work and awarded us the InnerShine Berry Essence account after a pitch. The client also gave us the Bird’s Nest account without a pitch.”
Sarah Chin, director of food and beverage at Golin Harris in China added: “Brand’s InnerShine Berry Essence is a strategic product to strengthen Brand’s premium portfolio in health and wellness targeting young professional women, following its success of Essence of Chicken and Bird’s Nest ready-to-drink product lines in China."
“There are many other beauty and health ready-to-drink products in China. We have to build a new category for InnerShine Berry Essence as it has completely natural ingredients,” added Chin.
The client does not have a media agency for this new product launch, as it will be more focused on the creative execution. The launch campaign will first roll out in tier-one cities before expanding to the rest of China.
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