The water brand wants to reconnect with a younger audience and challenge them to overcome procrastination and get fit
Mizone’s brand message has evolved from restoration to propulsion in its latest TV campaign from Y&R Shanghai, as the isotonic drink’s iconic ‘tilt-man’ device is replaced by hundreds of flying college students.
Having communicated Mizone’s everyday restorative qualities for a few years, the brand is looking to build a deeper bond with younger people, encouraging them to be proactive. As the TVC’s young characters try to find excuses to procrastinate, they are propelled forward, quite literally, by a giant Mizone.
Danone Water China Chief Marketing Officer, Margaret Chen commented: "We are very proud of this new work that happened after a close collaboration with Y&R and we hope that this new film will help build more brand love with the youths of China".