Beijing – The cold and flu medicine brand 999 Cold Remedy has released a digital and print campaign to refresh its old-fashioned image.
Created in partnership with advertising agency Serviceplan, the campaign taps into the Chinese tradition of wearing leggings in winter to prevent colds, which young people are snubbing in favour of fashion. To encourage this generation to wear leggings and stay warm, the brand has reimagined the garments as high fashion items that offer tongue-in-cheek styles emblazoned with large logos.
999 Cold Remedy is the top selling cold and flu medicine in China and its classic green and white packaging has made it a household brand. The campaign, which represents the brand’s first change in visual identity since its launch in 1991, aims to rejuvenate the brand for a younger, meme-savvy audience. According to Serviceplan, the campaign has already garnered more than 430m online impressions.
For more on why China’s youth population are engaging with brands that see beyond their heritage and tap into internet culture, read our Emerging Youth: China report.