Campaign details
Brand: Zhonghua White NowBrand owner: UnileverLead agency: PHD ChinaContributing agencies: Tencent VideoCountry: ChinaIndustries: Oral healthMedia channels: Product placement, Social media, Sponsorship - media, TelevisionBudget: 3 - 5 million
Executive summary
In China's image-obsessed society, where having discoloured teeth is a genuine cause of anxiety for many, toothpaste brand Zhonghua transformed from being a trusted heritage brand playing catch-up with modern society and secured its place in the saturated toothpaste category as well as the cosmetics category.
In a collaboration with reality TV show...