Otsuka Pharmaceutical's “Oronamin C” energy drink was launched in 2015 in Hong Kong. As it was new to the market where there were many similar products, Oronamin C needed to build awareness from scratch with strong differentiator.
Featured Betakkuma, awarded as most influential character 2017 by 9GAG, regional buzz media, to create visual consistency and differentiating factor across the multi-contact point integrated campaign, from web movies. POSM, social media posts to on-ground events.
Happy and light-hearted image