ZenithOptimedia Beijing scoops media for Kun Lun Shan Mineral Water

Source: Campaign China By Benjamin Li

BEIJING - ZenithOptimedia Beijing has won the media planning business for Kun Lun Shan Mineral Water, a brand owned by the Guangdong-based JDB Group which also produces the iconic Wang Lao Ji Chinese herbal tea brand.

Carat Guangzhou worked on the media planning business of Kun Lun Shan. Kitty Lun, MD, Southern China of Carat explained that the change of agency was due to client's need to use two different agencies for the two different brands, and they decided to employ Carat to plan for all media for Wang Lao Ji and ZenithOptimedia got Kun Lun Shan.

According to ZenithOptimedia, the mineral water market in China is extremely competitive with over 30 different local brands.

Kun Lun Shan Mineral Water sits at the high end of the market with good brand awareness and brand penetration. It is the exclusive water brand for the Guangzhou 2010 Asian Games, Chinas National Tennis Team and for banquets at the Great Hall of the People.

JDB's Wang Lao Ji Chinese herbal tea brand has already established a strong and mature branding position in the China market. ZenithOptimedia said it plans to ride on its previous marketing success to push Kunlunshan as a nationwide 'premium mineral water brand'.

The account was won by Polun Ip, Optimedia North China MD, who resigned in February. The agency has since appointed Brend Liou as GM.

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