Appointment comes ahead of the brand’s 30th anniversary in China
After a multi-round pitch, McCann Shanghai has won the Centrum China business, being appointed as the vitamin brand’s lead creative agency for 2023 and 2024. McCann’s consumer and healthcare insights were key to the agency winning the pitch.
Since its entry into the Chinese market in 1993, Centrum has been a leader in the multivitamin category, enjoying widespread popularity and an excellent market reputation. With the nation’s rapid economic development and corresponding lifestyle changes, the Chinese people’s focus on healthcare has evolved to place more care into daily health management. To celebrate their 30th anniversary in China, Centrum plans to upgrade their brand image, as well as establish and strengthen its reputation as a daily health empowerment brand for Chinese consumers.
Centrum is not only an expert on multivitamins but is also dedicated to building a portfolio of multicategory products to meet consumers’ multifaceted needs. Besides continuous R&D investment, Centrum will also gradually introduce a variety of select cross-border e-commerce products to meet the increasingly diversified and personalised healthcare needs of Chinese consumers. The relevant strategic and creative approach for this will also be handled by McCann Shanghai.
Shu Wu, managing director of McCann China, said, “McCann has always been dedicated to helping brands earn a meaningful role in people’s lives, and Centrum has provided us with an excellent opportunity to showcase our strength in the field of healthcare. Together, we will help Centrum to resonate more deeply with consumers through more emotional and personalised communication, so Centrum will become the top-of-mind brand for people when buying healthcare products for themselves or their family”.
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