Ad of the Month: Vita HK Style Coffee

Hong Kong’s obsession with imported consumable goods – especially among youngsters – doesn't seem to fade.  This Vita HK Style Coffee ad smartly plays on this trend, contrasting both the ‘Italia-no’ perception when it comes to coffee (Cappuccino, Latte etc) with local values (啡走).

The languages used at the beginning of the ad represent a simple way to capture consumers’ attention early on.  And getting viewers’ attention early matters more than ever in this multiscreen, ad blocking/skipping world.

One key highlight of the advert is the ’香港人至識嘆’ mention (Hong Kong people know how to enjoy their lives).  This ties back to the common perception these days that if visiting franchised / Western cafes is a way of enjoying one’s life, local cafes, with their own, down-to-earth coffee variants also represent a great source of enjoyment – this time unique to Hong Kong.

Overall this ad rides well onto local sentiments by bringing a light hearted execution, cleverly projecting Hong Kong values and heritage.

Now try watching the ad again, this time with your eyes closed – to focus on the audio.  Surprise!  You realise that you’d have no problem following the ad that way too. In today’s multi-screen & multi-tasking environment, this is a big bonus point.  Well done!

By Rachel Loh
Project Director, Ipsos Connect – Hong Kong

DISCLAIMER: The views and opinions expressed in this article/publication are those of the authors and do not necessarily represent official policy or position of IPSOS or of its clients.