Malaysian Media Awards Winners Showcase

2016 | |

The Transformation of Happy Chompers with Juicy Confidentials

Advertiser: Panasonic Malaysia
Brand: Panasonic Slow Juicer
Creative Agency: -
Credits: -

The Challenge
To the health conscious, juicing is a way of life. There are many machines for them to choose from. Here, Panasonic is a small fish in this big pond. Panasonic’s ambition is to be the piranha in the big pond.

Insight, Strategy and the Idea
The audience in the big pond are “Happy Chompers”. Non stop eating yummylicious food begging to be consumed. The Non Communicable Disease in Malaysia has reached an alarming rate. Malaysia is SEA’s fattest country! We are an obesity epidemic waiting to happen. But all is not lost. “Happy Chompers” do want to lead a healthier lifestyle. They do want to eat right and replacing sweet drinks with fresh juices is their idea of getting healthy. However, ‘home juicing’ is hard because they don’t know where to start and unsure if it will taste good. So we embarked on a slow educational campaign to Show and Proof that juicing with Panasonic is oh so easy and oh so delicious. Our idea ‘Juicy Confidentials’ ran for 6 months via a series of bespoke print articles.

Media Execution
‘Juicy Confidentials’ was a collaborative effort with TheStar, NewStraitTimes, SinChewDaily and ChinaPress. 29 articles and 40 recipes were created to suit different needs of individuals, families and kids. Celebrities engaged to make juicing trendy were seen leaving the gym toting a bottle of juice like a designer handbag. The perfect body shape proved that besides regular exercise, juices help them maintain a healthier lifestyle. Health KOLs shared delicious frozen treats. Giving tips to prepare sorbet by using frozen attachment from PanasonicSlowJuicer and frozen fruit. Voila! You ready to throw a sorbet party. Parenting experts shared simple recipes for the busy moms using natural ingredients.

Results and Effectiveness
3.8million “Happy Chompers” continue to enjoy their food and juice as a new way of life. PanasonicSlowJuicer demand surpass supply.