Zhonghua White Now: How Zhonghua Shone Through

Tony Chan

Trusted toothpaste brand Zhonghua expanded into China's toothpaste whitening category with a product placement deal that targeted the young viewers of popular reality TV show Produce 101.

Campaign details

Brand: Zhonghua White NowBrand owner: UnileverLead agency: PHD ChinaContributing agencies: Tencent VideoCountry: ChinaIndustries: Oral healthMedia channels: Product placement, Social media, Sponsorship - media, TelevisionBudget: 3 - 5 million

Executive summary

In China's image-obsessed society, where having discoloured teeth is a genuine cause of anxiety for many, toothpaste brand Zhonghua transformed from being a trusted heritage brand playing catch-up with modern society and secured its place in the saturated toothpaste category as well as the cosmetics category.

In a collaboration with reality TV show...

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