SUNKIST
CITRUS ESSENCE
To most, an orange is an orange - there is no new news. For Sunkist's 2023 harvest, we wanted to grow Hong Kongers' affinity for our California-grown citrus and give them a reason to buy more.
By late 2022, Hong Kong had reached peak health and wellness. People were moving away from the modern fads of the west to explore eastern alternatives. We saw an opportunity to show a new powerful benefit of citrus while preserving a centuries old wellness practice, Traditional Chinese Medicine (TCM).
We resurrected an ancient citrus qi-balancing formula and partnered with a respected TCM Master, Dr. Winson Poon, to recreate the recipe for a modern-day need, using our California-grown fruit. We packaged and designed our new elixir in a modern traditional way and released it all over the city for people to discover and love - giving Sunkist citrus new cultural meaning and relevance here in Hong Kong.
Advertiser: Sunkist
Creative Agency: Edelman Hong Kong