PURE relieves Hongkongers' stress with new Re:set campaign

PURE has unveiled a new campaign highlighting Hongkongers' daily stress and pain points, as well as driving awareness and buzz around the launch of its smart wellness studio Re:set. 

Done in collaboration with London-based branding agency bloodstream, PR agency Number One PR and digital marketing agency Fabcom, the campaign features mainstreaming concepts that have until now been seen as niche and specialist.

Instead, it showcases the huge benefits of modalities such as contrast therapy, red light therapy and breathwork to a broad Hong Kong audience - many of whom regularly experience mental and physical stress for various different reasons.

Targeting broad Hong Kong audience who face various kinds of mental and physical stress in their lives, the campaign showcases these stress and communicates via broad reach advertising such as out-of-home placements, a billboard at Lee Theatre Plaza, Causeway Bay, influencer campaign, social media content and digital advertising. 

Colin Grant, founder and executive chairman of PURE , said, “We created Re:set by PURE to address the real needs of modern living - where stress is constant and wellness is no longer optional. Beyond a product launch, this is our commitment to helping people feel better, live better, and perform at their best.”

Gary Wise , founder and strategy director of bloodstream, said: “We’ve created the Re:set by PURE brand to launch a truly innovative concept - a wellness experience that’s tailored to exactly what your body needs on that day. The brand identity is bold and fresh - differentiated from other wellness brands, and aiming to grab attention and interest around our depiction of stress that affect a huge portion of the population in HK and other busy cities. Everybody can benefit from a Re:set!”

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Back in March, PURE Group collaborated with bloodstream to launch a brand campaign, encouraging the public to embrace health and wellness in the spirit of "Exploration”. 

Also known as “Turn life on”, the campaign was part of PURE Group’s US$7 million investment programme dedicated to a comprehensive refurbishment initiative. It aimed to enhance customer experience through major facility and equipment upgrades, meeting the growing and ever-evolving demand for greater health and wellness in the city.

Available in Hong Kong, Shanghai, Beijing and Singapore, the 12-month regional brand initiative aimed to reinforce the PURE premium experience, sparking public interest and participation in health and wellness in the spirit of “Exploration”. The campaign was designed to reaffirm PURE’s collection of diversified offerings – from meditation to HIIT, dance, nood food, nutrition and a whole spectrum of yoga and fitness, all within “Big Box” spaces, designed as playgrounds for exploration.

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