President Pharmaceutical Print FOOD MODEL by BBDO Taipei

FOOD MODEL

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Industry Diet Meals & Products
Media Print, Magazine & Newspaper
Market China
Agency BBDO Taipei
Creative Director Benjamin Tzang
Art Director Alex Lin, Ok Liao, Karl Kuo
Copywriter Nicole Cheng, Karol Chiu
Account Supervisor Alan Hung, Jennifer Kouh
Released May 2011

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: PRESIDENT PHARMACEUTICAL
Product/Service: MY HEALTH DIARY'S SLIMMING CAMELLIA TABLE
Agency: BBDO TAIWAN
Chief Creative Officer: Leong Wai-Foong (BBDO)
Executive Creative Director: Alex Lin (BBDO Taiwan)
Creative Director: Alex Lin/Nicole Cheng/Benjamin Tzang (BBDO Taiwan)
Copywriter: Nicole Cheng/Karol Chiu (BBDO Taiwan)
Art Director: Alex Lin/Ok Liao/Karl Kuo (BBDO Taiwan)
Account Supervisor: Alan Hung/Jennifer Kouh (BBDO Taiwan)
Media placement: Creative Media - GENTEISHOKU - 28/5/2011

Describe the objective of the promotion.
We aimed to hold a position and increase sales in the big, competitive market of weight loss and diet foods (or medicine).

Describe how the promotion developed from concept to implementation.
Research shows that the Taiwanese desire to lose weight more than any others.
"I can’t resist food but am afraid of gaining weight” is a common issue to everyone in Taiwan. Yet people think of weight control in terms of medication or diet only after enjoying lots of foods.
My Health Diary Slimming Camellia Tablet helps you to reduce your appetite before you enjoy food and keep you in good shape in a natural way.
The obvious task is to make consumers automatically think of our product before a meal.

Explain why the method of promotion was most relevant to the product or service.
In Taiwan, consumers tend to check the food model instead of food menu at restaurants.
My Health Diary Slimming Camellia Tablet product is placed along side with the food model which is proportionally cut as a set menu. Sample packages are distributed at the venue.
This is to remind consumers that they will only want to eat a much smaller portion of foods without the worries of gaining weight if taking My Health Diary Slimming Camellia Tablet before the meal.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Business growth at 20% after co-operating with more than 20 restaurants.