This article was first published on Marketing

Beverage brand Meko will launch a set of TV commercials to introduce its new product line Balancy Herbal Detox (清肝明目飲).

A partnership with PHD Hong Kong and Fox Production, the campaign has taken a funny route with YouTuber GingerLemonCola (薑檸樂) to add some humour to a functional beverage category.

The first 30-second spot will air on TVB Jade, HD Jade and J2, supported by various digital and social media platforms, such as myTV, YouTube and Facebook.

“In order to reach teens and create noises, we aim to use a very humorous and funny way to deliver our product’s functionality messages to our audience,” said Vicky Wong, brand manager at Telford.

“Balancy has been a cheerful brand but this is the first time we use such a heavy dose of humour in marketing the brand.”

Wilson Wong, planning manager at PHD Hong Kong, added: “The media landscape of beverage marketing has drastically changed. Rarely do we see print and outdoor ads from beverage brands these days while most of them shifted their focuses to mainly digital and television, with heavy use of social media influencers.”