Spark
China’s younger consumers seek novel products that stand out from the crowd. The more special the product is, the more discerning and sophisticated the consumer can feel.
This preference for uniqueness is much more pronounced in China than Australia, Japan, or South Korea.
The Problem:
Mr Muscle has been losing its share of voice in China due to the intense competition both offline(hypermarkets) and online(e-commerce platforms).
The Ask:
Increase Mr Muscle’s market share in China by driving brand preference to younger consumers — the younger Millenials and Gen Zs.
Solution #01
Spark
Studies show a ‘fear’ for doing the clean-up is a contributing factor to Chinese shoppers cooking less, while our survey respondents cite “not having the right product” as a key reason why their home is not as clean as they want. Will having the right product change the way they view messes?
Solution #02
Creative Directors
Luis Princep Fabra, Louis Ang
Art Directors
Zoey Siew, WanWen Tan
Senior Copywriter
ShiWei Tan