Ad eval number_1_chino_swan

Client Logo OptionalProject Swan (JC#08-024)

Number 1 Chino AdEval Post-TestResearch Period: January-February 2008

Date: 27 February 2008

Report Presentation for

2

Table of Contents Marketing Background 3 Research Objectives 4 Action Standards 5 Interview procedure and sample 6 Key Strategy Summary 8

Executive summary 14

Research Findings 12 Advertising Impact 13 Is the Ad on strategy? 15 The Effect of No.1 Chino Execution 49 What is contributing / limiting the Effect 55 What elements of the Ad are involving consumers? 89 How is the Ad positioned with “motivated” respondents? 91

Conclusions and recommendations 97

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THP’s Number 1 Energy Drink is leading the market with its regular variant. Chino was launched in early November 2007 to attack Sting as well as to attract CSD

drinkers in urban markets A TVC was used to support build Chino as a tasteful ED with premium image (Red

Orange - Italian image). Despite its heavy communication campaign, sales didn’t meet expectation after one

month airing, THP wish to verify if the TVC is effective in terms of Building awareness for Chino as a new ED brand from Number 1 Communicating its premium image and Triggers consumers interest in consumption of No.1 Chino

TNS’ Business Solutions’ AdEval is chosen as a device to measure the ad effect TNS's AdEval methodology is to provide diagnostics on the execution and evaluate

the relative effectiveness of the advertising in meeting the set marketing objectives

Marketing Background

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The main objective of TNS’ AdEval is to determine whether the TVC meeting the above defined advertising objectives

To communicate Chino as a premium ED with unique taste - red orange and Italian style

To ensure that the winning ad performs above the VN benchmarks and at least above the benchmark of ED TVCs

To measure TVC with the key elements: Playback, Involvement & Motivation.

To work out solutions to improve TVC to meet the pre-defined objectives if any

Research Objectives

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TOM awareness (50%) Total awareness (aided) at 70% Ad Awareness (mentioned seeing Chino as at spontaneous level) at 50% Brand recall vs. Asia norms (among top 25%) Involvement vs. Asia norms (among top 25%) Motivation vs. Asia norms (among top 25%) At least 50% of the respondents recall the message of “red orange, Italian style”.

Action Standard

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A total of n=130 face-to-face interviews Fielded in central location in HCMC from 27 to 31 January 2008. Qualified respondents were taken to a fully screened area to view the test

commercial and then completed the interview by TNS’ interviewer Respondents were pre-recruited using the following criteria:

None to have involved in market research, advertising, PR, media or client’s related industries

None to have taken part in any market research studies or interviews in the past 6 months Equally split by Male (n=65) & Female (n=65), by age groups 20-24 (n=65) & 25-29

(n=65) SEC : BCD (Monthly Household Income under VND 15 million) Residing in HCMC urban areas Most often users of Energy Drinks or CSD in the past 2 months Have to drink ED in the previous 7 days Decision maker of brands selected. Non-rejector of new ideas/ products

Interviewing Procedures & Sample

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Interviewing FlowRe-screening

Diagnostics: Ad Vitality

Show Test Ad in isolation

Branding

Show Ad Second Time

Effect: Involvement & Motivation

Diagnostics: Executional evaluation

Brand & Ad Recalls

8

III

II

I

Involvement and Motivational Effect

Playback ONLY(No Effect)

Messages, moods, feelings and values are communicated to target audience

Playback +Involvement

Either what is communicated orthe way its communicated is found relevant, interesting and worth seeing again

Playback +Involvement +Motivational Effect

Build, strengthen or reinforce the brand - consumer relationship

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III

II

I

Involvement and Motivational Effect

Playback ONLY(No Effect)

• Playback of visual/copy elements and impressions with intensive probing and clarifications

Playback +Involvement

• Is the ad worth seeing again?• Does it matter to you?• Does it show something

worthwhile watching?

Playback +Involvement +Motivational Effect

• Does it increase you interest in buying the brand?

• Do you feel better about the brand?• Does it motivate you to talk about

residual benefits and impressions ?

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Understanding the Measures

High MotivationMotivation Involvement Playback Only

Low MotivationMotivation Involvement Playback Only

Entertaining, Not EffectiveMotivation Involvement Playback Only

Tuned-Out ExecutionMotivation Involvement Playback Only

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What is a Good AdEval™ Result?

Playback of keycreative device

Usually 50% on first exposure, 60-80% on second exposure

Interpretation ofkey creative device Must contribute to “motivational effect”

Brand benefit“take-out”

Usually 50% on first exposure, and 70-80% in 2nd exposure

Brand benefit “effect” Must contribute to “motivational effect”

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SummarySummaryAdvertising Strategy

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Advertising Strategy

Advertising Advertising ObjectivesObjectives

• Build awareness for Number 1 Chino Energy Drink amongst the target• Communicating Chino as a premium Energy Drink with unique taste (red orange) and Italian style

Target Target MarketMarket Male & females (50:50), aged 20-29, young / attractive

Brand Brand StrategyStrategy

When you drink No. 1 Chino Energy Drink you are ready for challenge, prepared yourself to conquer all challenges.

Functional •New variant Energy Drink from Number 1

•Tasteful Energy Drink •With Red Orange

Emotional •Italian style •Premium

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Creative Strategy Summary

Key creative devices Girl showing leg Girl calling “Chino” Red Orange demo Man drinking Chino

Key messages Functional:

New variant Energy Drink from Number 1 Tasteful Energy Drink With Red Orange

Emotional: Italian style Premium

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Execution: Number 1 Chino 30-second TVC

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ResearchFindings

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Advertising Impact

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Very low correct branding for “Number 1 Chino” fails to establish product identity as an ED brand

Behind competitors in terms building brand awareness (34% below Action Standard @ 50%) and Asian norms (top 25@77%)

Brand Recall (Spontaneous) & Ad Recall (Prompted)Q. Thinking about energy drinks, which brand are you aware of? Any others?

Q. Any of the following brands (showcard) do you remember seeing advertisements recently?Q. Nghĩ tới những nhãn hiệu nước tăng lực trên thị trường, anh chị biết tới những nhãn hiệu nào? Q. Nhãn hiệu nào trong sô những loai nước tăng lực này anh/chị nhớ là đã thây quang cao trên TV gân đây?

Fig. in %Brand

AwarenessAd

AwarenessBase n=130 n=130Number 1 79 36Number 1 thuong (vang) 78 30Number 1 Chino 5 34Red Bull 78 43Sting 62 48Sting dau 36 37Sting thuong (vang) 35 14Samurai 13 14

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Is the ad Is the ad on strategy?on strategy?

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Low awareness amongst the target (8% and 20%) High notice but it doesn’t clearly show the product

name and product identity (50%) Not effective enough – very few people remember it Gets higher interest after 2nd exposure – 39% vs

12% (1st exposure)

Low recognition amongst consumers (40% total recall) – under Action Standard (>50%)

Not clearly identified as an Energy Drink brand Consumers do not associate product in the ad with

premium image

How Easily Do Consumers Get Our Strategy?

Creative Strategy Summary Outcomes…

Key creative device Girl showing leg Girl calling “Chino” Red Orange demo Man drinking Chino

Key messagesFunctional: With Red Orange Emotional: Italian style Premium

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How Easily Do Consumers Get Our Strategy? - Summary 1Q. Please tell me anything you remember about “Number 1 Chino” /or “Chino” ad that you have just watched? / Q. Vui long cho biêt tât ca những gi anh/chi nhớ vê quang cao “number 1 Chino” hay “Chino” ma anh/chi vưa xem?

Figs in %First

impactTotal

CommunicationBase n=130 n=130STORYLINEAn orange stall, boys and a busy market (Nett) 16 45Boys at fruit stall / with orange fruits 5 24An orange vehicle 7 14Young ladies and a waiter in the café (Nett) 9 14Young ladies gossip / sing 5 7The waiter brings a glass (Nett) 32 44The guy carries a tray with glasses 25 33The waiter moves around 6 7The guy carries a bottle covered by handkerchip 5 10The waiter brings the glass and sings a song(Nett) 5 18The ladies are chatting (Nett) 12 19Young ladies are attracted by the guy 12 19The ladies call "Chino" (Nett) 38 46Young ladies calling "Chino" 38 46Two ladies call "Chino" 6 13The image of a man coming with 2 girls cuddled him 6 12The image of a rose falling down to her leg 8 20The image of falling rose 5 11The waiter stops to pick up the rose 19 39The waiter offers that rose to the girl 18 29The girl calls Chino 5 12

“Orange scene” only comes through after second exposure

The brand “Chino” is clearly registered in the target mind

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How Easily Do Consumers Get the Message? - Summary 2

Figs in %First

impactTotal

CommunicationBase n=130 n=130STORYLINEThe bartender gives out a bottle of Chino 8 20The bartender put the bottle of Chino up the table 5 8The waiter drinks a bottle of Chino 12 39The waiter hold a bottle of Number One Chino and drink 4 29Girls move towards the waiter 39 61Girls line up for moving towards the waiter 23 39Girls call Number One Chino 13 22Girls surround the waiter 23 46Girls surround the waiter 9 22Someone call Chino 5 11The image of Number One Chino's bottle with letters 11 28The beautiful image of Chino's bottle 5 8The image of Chino's bottle with dark orange color is extraodinary 5 6Others (Nett) 5 11Feelings about the product (Nett) 41 72N1 Chino has flavor of red Italian orange 6 40N1 Chino is a new product 11 21The product has dark orange color 9 14The youth is attracted by this product 10 12Advertisement Evaluation (Nett) 19 29The ads of N1 Chino reduces my trial 15 19

Q. Please tell me anything you remember about “Number 1 Chino” /or “Chino” ad that you have just watched? (First Impact – 1st time show / Total communication – 1st & 2nd show)Q. Vui long cho biêt tât ca những gi anh/chi nhớ vê quang cao “number 1 Chino” hay “Chino” ma anh/chi vưa xem?

“The waiter has a bottle of Chino” then “all the girls rushing to him” is clearer after the 1st exposure

Red orange only recognized after 2nd exposure takes longer time to show effect

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What are consumers Paying Attention to?

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Our consumers only watch about half of the adOur consumers only watch about half of the ad

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What is the Effect of the

“No.1 Chino” Execution?

54

Messages, moods and values are

communicated to target audience

What Is The AdEvalScale/Motivation?

Improvement in attitude and desires to drink NUMBER 1 CHINO resulted

from the communication

Either what is communicated or the way

it is communicated is found relevant,

interesting and worth seeing again

Complete Effect

Partial Effect

No Effect

Recall + Involvement + Motivation

Recall + Involvement

Recall only (no effect)

DEGREE OF EFFECT RESPONSE GROUP

55

Involved Only25%

Recall/ No Effect

10%

AdEvalScale/Motivation Distributions

The TVC is found MOTIVATED and is slightly above top 25 Asia norms on motivation

It also reaches top 25 Asia norms on Total Involvement able to create some interest amongst the target consumers

AdEvalScore/Motivation

By-Pass 0%

Total Involvemen

t88%

Motivated63%

N=130

Asia (n=63 tests) Top 10% Top 25% Top 50%

Total 67% 56% 46%Among loyal group 78% 63% 56%

Total 93% 87% 73%

Total unaided recall 84% 77% 67%

Motivation

Total Involvement

Unaided recalls

56

622211

2

Motivated 60Involved 29Recall 11

By Pass 0

Energy Drink Users

No.1 Chino TVC 30”n=65

88%89%

CSD Users

No.1 Chino TVC 30”n=65

AdEvalScale/Motivation By User Type

No significance between Energy and CSD drinkers groups, both groups found the ad somewhat motivated

However, it does not meet top 25 Asian norms for users group

Asia (n=63 tests) Top 10% Top 25% Top 50%

Total 67% 56% 46%Among loyal group 78% 63% 56%

Total 93% 87% 73%

Total unaided recall 84% 77% 67%

Motivation

Total Involvement

Unaided recalls

57

622315

0


By Pass 1

20-24 years old

85%90%

25-29 years old

No.1 Chino 30”n=104


AdEvalScale/Motivation By Age

Slightly better received by younger group

58

622512

2


By Pass 0

Males

87%91%

Females

AdEvalScale/Motivation By Gender



No significance between males and females with more males being motivated by the ad

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workingWhat is contributing to/limiting effect?What is contributing to/limiting effect?

How is Number 1 Chino

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What Is Contributing To/Limiting Effect? (1)

Figs in %Total

Communication MotivatedNon-

motivatedBase n=130 n=82 n=48STORYLINEAn orange stall, boys and a busy market 45 49 38Boys at fruit stall / with orange fruits 24 27 19An orange vehicle 14 13 15Young ladies and a waiter in the café 14 11 19Young ladies gossip / sing 7 5 10A waiter walks 5 6 4The waiter brings a glass 44 40 50The guy carries a tray with glasses 33 37 27The waiter moves around 7 4 13The waiter brings the glass and sings a song 18 20 15The guy glides in front of the ladies 9 11 6The guy walks and sings a song 9 9 8The ladies are chatting 19 23 13Young ladies are attracted by the guy 19 23 13The ladies call "Chino" 46 44 50Young ladies call "Chino" 46 44 50Two ladies call "Chino" 13 16 8The image of a man coming with 2 girls cuddled him 12 15 8

Q. What other points, ideas or impressions about NUMBER 1 CHINO did the commercial get across to you? Q. Quang cao đo gơi cho anh/chi điêu gi, suy nghĩ hay ân tương gi vê Number 1 Chino nữa không?

The non-motivated group is not convinced by what seem to motivated the other drinkers such as

Orange, waiter & girls story andChino as a new brand

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What Is Contributing To/Limiting Effect? (2)

Figs in %Total


motivatedBase n=130 n=82 n=48STORYLINEThe girl stretches out her leg 14 18 6The girl stretch out her leg 14 18 6The image of a rose falling down to her leg 20 21 19The image of falling rose 11 9 15The waiter stoops to pick up the rose 39 39 38The waiter offers that rose to the girl 29 26 33The girl calls Chino 12 11 13The girl calls Chino 9 9 10The waiter comes to the bar counter 15 17 13The waiter comes to the bar counter 14 17 8The bartender gives out a bottle of Chino 20 21 19The boss put the bottle of Chino up the table 8 7 8The bartender gives out a bottle of Chino to waiter 5 7 2The waiter drinks a bottle of Chino 39 45 29The waiter hold a bottle of Number One Chino and drink 29 33 21The waiter looks attractive after drinking ED 12 16 4The waiter looks refreshing after drinking ED 7 11 -"Indulging and attractive" 9 7 13"The flavor of Italian red orange" 15 13 19

“The waiter drinks a bottle of Chino” didn’t get enough attention among Non-motivated drinkers as a result of unclear product identity


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What Is Contributing To/Limiting Effect?

Figs in %Total


motivatedBase n=130 n=82 n=48STORYLINEGirls move towards the waiter 61 61 60Girls line up for moving towards the waiter 39 38 42Girls call Number One Chino 22 26 17Girls call Chino Chino 16 16 17Girls surround the waiter 46 51 38Girls surround the waiter 22 24 19Someone call Chino 11 10 13Everyone drink Chino 8 9 6The image of Number One Chino's bottle with letters 28 29 25The beautiful image of Chino's bottle 8 7 8The statement of "Number One Chino conquers all hardship" 8 6 10The image of Chino's bottle with dark orange color is extraodinary 6 9 2Music 5 7 -Feelings about the product 72 82 54N1 Chino has flavor of Italian Red orange 40 49 25To drink N1 Chino is more indulging and attractive 32 38 23N1 Chino is a new product 21 27 10To drink N1 Chino is to overcome all the hardship 17 22 8The product has dark orange color 14 20 4The youth is attracted by this product 12 16 4


The elements of “Italian Red orange” and “Indulging and attractive” are not compelling enough to get Non-motivated group’s attention.

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Motivated(n=82)

Non-motivated(n=48)

30Frame



93

are are ‘involv‘involvinging’’ our respondents? our respondents? “ Number 1 Chino” AdWhat elements of

94

Elements Worthwhile Watching

Figs in %Total

Communication Motivated Non-motivatedBase n=130 n=82 n=48STORYLINEAn orange stall, boys and a busy market (Nett) 6 7 3The waiter brings a glass (Nett) 10 9 14The waiter brings a glass and sings a song(Nett) 7 7 6The ladies are chatting (Nett) 7 7 6Young ladies are attracted by the guy 6 7 3The ladies speak out "Chino" (Nett) 6 6 6Young ladies speak out "Chino" 6 6 6The waiter stoops to pick up the rose (Nett) 11 11 11The waiter offers that rose to the girl 9 7 11Picking up the rose showing his gallant and roman 5 6 3The waiter comes to the bar counter (Nett) 6 7 3The waiter comes to the bar counter 6 7 3The bartender gives out a bottle of Chino (Nett) 5 5 6The waiter drinks a bottle of Chino (Nett) 30 33 22The waiter hold a bottle of Number One Chino and drink 23 24 19The waiter looks attractive after drinking ED 7 9 3Girls move towards the waiter (Nett) 18 13 28Girls line up for moving towards the waiter 11 6 22Girls call Chino Chino 10 11 6Girls surround the waiter (Nett) 19 22 11Girls surround the waiter 13 15 8Image of Number One Chino's bottle with letters (Nett) 5 5 6

The story is too scattered confusing and hard to follow lack of a central point despite overall positive feeling towards the ad (91% found it worthwhile watching)

fails to keep consumers truly involved in watching the ad.

91

81

1

Nothing w orthw hilew atching

Something w orthw hilew atching

%

Q. What in particular about NUMBER 1 CHINO did you feel was worthwhile watching? Q. Điêu gi vê Number 1 Chino anh/chi thây la đang xem?

95

“Motivated” respondents

positioned with How is No. 1 Chino

Ad

96

Points or Impressions That Would Be Mentioned To Someone else (Driving Motivation)

Figs in % MotivatedBase n=82STORYLINEThe waiter brings a glass 6The waiter brings a glass and sings a song 7The guy brings the glass and sings a song 5The ladies are chatting 7Young ladies are attracted by the guy 6The ladies speak out "Chino" 9Young ladies speak out "Chino" 9The image of a rose falling down to her leg 5the rose was fell by the girl 5The waiter stoops to pick up the rose 10The waiter offers that rose to the girl 7The waiter drinks a bottle of Chino 21The waiter hold a bottle of Number One Chino and drink 13The waiter looks attractive after drinking ED 7A whirlwind to rotate 5A section of orange with the dark orange color of ED 5Girls move towards the waiter 16Girls call Number One Chino 7Girls line up for moving towards the waiter 6Girls surround the waiter 15Girls surround the waiter 10The image of Number One Chino's bottle with letters 5The beautiful image of Chino's bottle 4Music 16The medoly is nice 11

75

232

1

Will not talk

Will talk about the test Adw ith others

%

Q. What points or impressions would you mention to someone about this Number 1 Chino Ad?

Q.Anh/chi se nhăc tới hay kê lai điêu gi hay ân tương gi trong quang cao cua Number 1 Chino?

No clear impression about the ad

Key messages are lost even amongst motivated group

97

Is Strategy Leveragable?

10

20

30

40

50

60

70

80The Ad that I really like

A premium energy drink

Has a good taste

Has a unique taste

A drink for youth

Italian-style

Ready for challenges

A drink for me

Total Motivated Non-motivated ED users CSD users Male Female

Top 1 box – Strongly feel it

Only ‘Italian style” reveals some effect. Significant low association for “ready for challenges”

disconnection between Italian style and “ready for challenges”

Q. I’m reading out some statements about the Ad and please let me know your feeling by rating from 1 to 5 points with 5 “ Yes, I strongly feel it” and 1 “No, I don’t feel it at all” Q. Tôi se đoc lên môt sô câu vê quang cao nay, anh/chi cho biêt cam nghĩ cua anh/chi băng cach cho điêm tư 1 tới 5 với 5 la “đung, tôi thât sư cam thây như vây” va 1 la “không, tôi không hê cam thây như vây”

Ad-hoc Questions

99

Number 1 Regular n=39 RedBull n=56A bottle of Number 1 13 Two bulls butt at each other 32A young lady drops a bottle of Sting downstair 10 A bull-fight game 13The man runs downstair and catches it 10 Sting Strawberry n=48

Number 1 Chino n=33 A man shoots a billard ball toward the girl 29The ladies call Chino Chino 46 A man jump to catch a billard ball 29The waiter carries a tray with a glass 27 2 men play billards in a billard bar 27The waiter carries a bottle of Chino 24 One man call Sting Strawberry 19The waiter drink the bottle of Chino 21 Sting Regular n=18The ladies run after the waiter and request to drink Chino 12 The man runs downstair and catches it 17The ladies surround the waiter 12 A man holds the bottle of Sting and drinks it 11The ladies are attracted by the waiter 12 A young lady drops a bottle of Sting downstair 11

Chino n=11 Samurai n=18The ladies call Chino Chino 27 A Japanese holds the sword 44The waiter carries a tray with a glass 27 A Japanese drinks the energy drink called " Samurai" 39The ladies run after the waiter and request to drink Chino 18 A Japanese holding the sword shows his strength 17

What do respondents say about the Ads they recall?Q. Please tell me what you remember in the Ad that you said you have recently seen (Q3) on TV.

Q. Anh/chi vui long kê lai những gi anh/chi nhớ vê quang cao “đươc nhăc đên ở câu Q3 trên” ma anh/chi noi gân đây co thây trên TV.

Low spontaneous recall for Chino or Number 1 Chino across the groups, lower than Sting Strawberry and Red Bull.

100

Purchase Intention of No.1 ChinoQ. Which statement best describe your purchase intention towards Number 1 Chino? With 5 ” Definitely will buy” and 1 “Definitely will not buy” Q. Câu nao dưới đây mô ta đung nhât y đinh cua anh/chi vê việc mua Number 1 Chino? Với 5 “Chăc chăn se mua” va “chăc chăn se không mua”

Consistently low purchase intention across all target groups.

Total Motivated Non motivated ED users CSD users Male Female

Base n=130 n=82 n=48 n=65 n=65 n=65 n=65Maybe I will buy it 2 - 6 2 3 3 2Don't know if buy it or not 5 1 10 5 5 5 5Maybe I will not buy it 32 24 46 32 32 25 40I will not buy it 61 74 38 62 60 68 54

Conclusion and Recommendations

102

Conclusion and Recommendations Though considered virtually motivated, and meeting top 25 Asia norms in some measurement, Number

1 Chino Energy Drink requires some serious modifications to maximize the impact it may have

It is recommended to simplify the ad by producing a cut down version (15” edited) focusing on some key scenes and elements such as…. Orange scene Girls calling “Nước Tăng Lực Number 1 Chino” (instead of Chino, Chino) Drinking shot Product Demo focus on key messages and Girls surrounding the guys Tagline

The revised one should be tested again to ensure it delivers the key strategic messages.

Thank You!