Mannings, the largest health and beauty chain in Hong Kong, has launched a brand campaign in Hong Kong and Macau, “Say Yes to Better”, reflecting a new direction for the brand with health at the heart of it. The new positioning has been developed in partnership with DDB Group Hong Kong and is designed to increase relevance and foster long-term growth for the brand.
The brand platform was inspired by consumer research which showed that despite the pandemic, consumers are less concerned about becoming ill, and more conscious and proactive about improving their health and wellness in general. However, while people may want to be heathier, research also showed that they weren’t always making the best decisions to support that.
“Say Yes to Better” reflects that desire to improve, be it from “sick to healthy, healthy to fit, beautiful to confident, or well to better”, while offering a gentle reminder from the brand to make good choices.
The campaign features an online video that captures several daily moments where Hong Kongers can “Say Yes to Better”, with Mannings able to support these choices.
Mannings is committed to supporting all Hong Kongers embrace a healthy lifestyle by offering a wide range of quality health care, personal care, skincare, and baby products. The retailer’s team of community healthcare professionals, including registered pharmacists, dietitians, health and beauty advisors are also pleased to offer expert advice and free consultation.
Kayley Hui, Marketing Director, Health & Beauty, Hong Kong, Macau & China at DFI Retail Group, commented, “Staying healthy is a conscious choice and as a brand we want to empower our customers to make good decisions while supporting them with our quality products and professional services. Our vision is to be the trusted curator for everything health and beauty. This new platform is not just a new tagline, but a strong commitment to partner with all Hong Kongers along their health journey.”
Creative Director at DDB Group Hong Kong, Cherry Wong, added, “As one of Hong Kong’s largest health and beauty retail brands, Mannings has a vast and diverse community of customers. We wanted to connect with them in a more meaningful way, and this platform not only talks to a very universal insight, but also highlights Mannings’ strong capability in the health and beauty space. We are excited to continue to build on this positioning in the future.”
The integrated campaign marks the start of the brand revitalisation. It will run for 1 month, with the video accessible online and on social platforms. Train station ads, print ads, and a considerable instore presence will help to amplify reach and impact. There will also be a Wellness Truck touring the city to connect with Hong Kongers and give away health and beauty gift packs supporting consumers in making those healthy choices.
Credits
Client: Mannings Hong Kong & Macau, DFI Retail Group
Marketing Director, Health & Beauty, Hong Kong, Macau & China: Kayley Hui
Brand Marketing Head: Carol Yung
Brand Marketing Manager: Cecily Chau
Brand Marketing Assistant Manager: Kathier Leung
Agency: DDB Group Hong Kong
CEO: Andreas Krasser
Chief Creative Officer: Frankie Fung
Managing Partner: Koman Ko
Head of Strategy: Adrian Tso
Group Creative Director: Christine Lai
Creative Director: Cherry Wong
Associate Creative Director: Shadow Ng
Senior Art Director: Wang Tsang
Senior Copywriter: Naomi Chiu
Producer: Hung Wong
Group Account Director: Keefe Ho
Senior Account Manager: Zach Ko
Senior Account Executive: Marco Wan
Head of Studio: B Ng
Artist • Graphic/Print Production: Nelson Fung
Production: Ogle Production House
Director: Martin Chau
Producer: Hui Wai Sim
Assistant Director: Kay Li
DOP: Paksum Lee
Art Director: Jaffie Sin
