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« ooh, it's dead exotic | Main | an advert for our kids smoothies »

May 09, 2007

Comments

Don't ask - it's probably something to do with McDonalds.

The packaging looks Japanese and the subtitle looks Chinese in that execution. I've also looked at the other clips on the 'reel' and if I was guessing, it's a cheap way of concept testing for innocent across Asia.

The use of cute figures such as the Hello Kitty figure or Qoo character is wildly popular across Asia.

You can see the tonality is the same.

http://www.youtube.com/watch?v=3DVTUwxHxAM

It's a low juice RTD that appeals to parents by playing up the added vitamins and to kids rhough the Qoo character which is the essence of Kawaii (cute).

I understand the brand is under pressure from Splash which is a Minutemaid brand but they are both owned by Coca Cola company anyway.

Gimme a shout if you want more info. I've worked on Qoo across Asia.

cefrith at hotmail dot com

OK, I've just had a chat with a Singapore ad girl and she explains it like this.

It's probably cup packaging and is sold like slush puppies in a format that originated from from Taiwan and spread across Asia called bubble teas.

The text on the packaging/cup under the innocent logo has a brand name called Yi Le Sheng which is a transliteration of 'Innocent' (not a translation) in Chinese and then right at the bottom are three flavours.

Strawberry, Blackberry & Gooseberry

The super at the end of the commercial is Yi Le Sheng again.

The drinks in this format are now usually sold by shops (not supermarkets) across Asia

Here's a link to the history as it's a bit of a 'trend' thing.

http://www.bubbleteasupply.com/index.php?page=what.html

It's interesting because they've ripped off the whole Hello Kitty Style, Qoo and Innocent to apply to the local market (China and/or Taiwan) The characters are Japanese in style because Japan is considered hip for the kids who love J Pop, Sony and all things Japanese.

It would be interesting to see if Hello Kitty are aware of this because they are bigger than Innocent and I'd ride on their coat tails if I wanted to press Trademark infringement. But they do turn a blind eye to a lot of the merchandise that is reproduced across Asia. It's just not worth it.

Credit to urbanlegendsj@hotmail.com for explaining this to me.

Welcome to the Asian machine. We taught them how to industrialise production. And they know an attractive identity when they see one to sell sugared water to kids!

Thanks for link.I'm the Chinese girl who made this small pitch. It's part of my advertising course work from uni, not professional.The project is about develop innocent drink going to China, this ads aims to the innocent drink for kids o^^o

Happens all the time here too. University students take a look at successful domestic Chinese Brands for launch here in the UK SK122 ;)

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