Nongfu Spring promotes natural drinking water with documentary-style TVC

Chinese packaged drinking water and beverage brand Nongfu Spring (農夫山泉) has launched a documentary-style TV commercial (TVC) to introduce a refreshing alternative in terms of Hong Kong's water resources.

This comes as Nongfu Spring has recently officially entered the Hong Kong market, tapping Uni-China Group as its exclusive distributor.

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The campaign, titled "Source to sip: The natural journey", centred on Wanlv Lake (萬綠湖), the source of Nongfu Spring’s water, known for its Class 1 clear waters, the campaign aims to educate the public about the benefits of natural water from pristine sources. The campaign is done in collaboration with PR agency The Bridge Agency.

In a market dominated by distilled and mineral options, it seeks to position Nongfu Spring as the premium natural choice that combines environmental stewardship with advanced technology for uncompromised quality.

Agnes Lung, Uni-China Group executive director and group chief marketing and digital officer, told MARKETING-INTERACTIVE that the campaign targets consumers aged between 30 and 60, particularly families and professionals who prioritise quality, natural products and are willing to invest in premium hydration solutions for their wellbeing.

"After carefully analysing the Hong Kong market, we recognise that customers are increasingly focused on wellness and health. Instead of conventional product promotion, we’ve adopted an educational storytelling approach that fosters trust through transparency,” she added. 

The TVC has featured Hong Kong actor Moses Chan (pictured left) and TV host Janis Chan Pui Yee (pictured right). Moses Chan is selected for his endearing fatherly image and discerning taste for quality coffee, which perfectly embodies the credibility and values of Nongfu Spring, according to Lung. Furthermore, Janis Chan, who is known for hosting the documentary series "No Poverty Land” (無窮之路) and her passion for revealing untold narratives, makes her the ideal guide, leading audiences on an authentic journey from Wanlv Lake to the final product, Lung said.

"By partnering with influential opinion leaders, we leverage their emotional connection to create a compelling narrative. The genuine discovery experiences of Moses Chan and Janis Chan resonate with audiences while providing scientific credibility through documented water quality standards," she added. 

In the TVC, the two celebrities take the audience on an authentic journey from source to bottle at Wanlv Lake, sharing the deeper meaning behind Nongfu Spring’s natural drinking water. They convey that it represents clarity and health, highlighting that it is a precious gift from nature, meticulously preserved and thoughtfully delivered.

In addition to the TVC, the campaign is promoted through out-of-home (OOH) advertising, including sailboat and MTR ads, social media campaigns on Facebook, Instagram, and local platforms, as well as digital content marketing that highlights the natural sourcing process.

“As the exclusive distributor of Nongfu Spring in Hong Kong, we are excited to introduce consumers to what we believe is nature’s finest gift: pure, natural drinking water sourced from one of China’s most pristine locations," Lung said. 

“Having visited Wanlv Lake alongside Moses Chan and Janis Chan, I aim to share the breathtaking beauty of this environment and the refreshing, natural quality of the water it provides. Our goal is to convey the story behind every bottle - each drop embodies the essence of its untouched source. We believe that once Hong Kong consumers learn about the journey from the lake to their table, they will recognise the unparalleled value of choosing nature's best,” she added. 

Apart from “Nongfu Spring” natural drinking water, Nongfu Spring has recently launched several new products for Hongkongers, including the sugar-free tea drink “Oriental Leaf,” the fruity tea drink “Tea π,” the energy drink “Scream,” and fruit juices such as “NFC.” As part of this campaign, the brand has appointed local actress Charmaine Sheh as the ambassador for Oriental Leaf in Hong Kong.

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