China Huiyuan Juice Group Ltd. (“Huiyuan Juice”) has appointed Ogilvy & Mather China (“O&M”) as its agency partner to carry out its 2014 marketing communication initiatives. O&M is tasked with helping Huiyuan Juice to become more consumer-centric and better connect with consumers to grow its business and further elevate the brand’s position in China’s fruit juice industry.
Underscoring the importance of this partnership, O&M Greater China CEO Shenan Chuang led the team to win this 360 Degree integrated marketing communications assignment. O&M’s suite of services will include advertising, social media, website re-development and packaging design involving O&M Advertising, Social@Ogilvy, OgilvyOne, RedWorks, and media planning and buying through sister agency MEC.
O&M’s Shenan Chuang, said, “We are honored to be selected as Huiyuan Juice’s agency partner. Huiyuan Juice is a promising Chinese company that I greatly respect and is an influential brand both in China and abroad. Since his appointment, we have seen that Huiyuan Juice CEO Su Ying Fu has led a complete overhaul of the company’s structure to focus on innovations in marketing and branding. The juice market in China has enormous potential and our partnership will enable Huiyuan Juice to be an even more competitive brand in the market. We are also eager to promote the healthy culture of juice consumption in China.”
In 2013 Huiyuan Juice launched a series of talent, production and marketing initiatives, including the appointment of CEO Su Ying Fu. As part of the structural overhaul at the end of 2013, the company also welcomed a new marketing team. Strategically, Huiyuan Juice will continue to strengthen its market-leading position in the fruit juice concentrate market with a more precise brand positioning for different consumer groups. The company will take a 360 Degree integrated marketing communications approach to bolster its brand through different channels like digital media to better connect and engage with consumers.
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Commenting on the partnership with O&M, a Huiyuan Juice public relations spokesperson said, “Innovative brand building will be our top priority in 2014. O&M is our top choice because of their years of experience in brand positioning, creative ideas, rich consumer insights and global network. I am sure our partnership will reduce the gap between Huiyuan Juice and our consumers and further develop China’s juice industry at large.”