Description
Challenge:
IF coconut water, originating from Thailand, is entering the Chinese market for the first time in 2023. Adhering to its image of an imported brand, IF want to highlight its original English name. Without a Chinese name on the packaging, this poses great barriers to public awareness in the Chinese market, especially as the product reaches remote rural areas.
Creative Solution:
How to make the name IF more recognizable?
We transformed the static brand logo into a more vivid "brand symbol", turning the IF font into a creative language to "introduce" IF coconut water. This allows the originally unfamiliar and meaningless name to consumers to become more meaningful and lively.
The concept sparked a wave of user-generated content and even emojis on social media. Within half a year of launch, IF has become the No.1 coconut water brand in China.
This professional campaign titled 'A Play of Logo' was published in China in July, 2023. It was created for the brand: if coconut water, by ad agency: Banana Balloon. This Print medium campaign is related to the Soft Drinks industry and contains 13 media assets. It was submitted 6 months ago by Head of creative: Akae Wang of Banana Balloon .
Credits
Advertising Agency : Banana Balloon, Shenzhen, China
Art Director:Ken Lin, Auzan Huang
Copywriter: Akae Wang, Zita Zou
