999 Cold Remedy
999 Warm-Hearted Leggings
999 Cold Remedy is the top selling cold and flu medicine in China. Its classic “999” green and white box is one of the essential items in every Chinese household. The brand’s look and feel as well as its core value “Feeling Warm, from Heart to Heart” had remained the same since it was first launched in 1991.
Just as old-fashioned as the 999’s brand image tend to be the long johns that many people in China wear during winter in order to keep the body warm and prevent colds.
For our campaign, we mashed up these two older generation’s products to spark a whole new trend. The result: “999 Warm-Hearted Leggings”. With them 999 officially enters the fashion industry. We reinvented the traditional leggings by raising the waist line above the chest and adding cool, fashionable elements. To promote the leggings, we used catching double-meaning copy and sharp typography.
Our series of retro posters became a social media sensation. More than ten Government-owned media outlets shared the campaign. There was a 790% of increase on WeChat search on the day of launch, and a 560% increase of views on 999’s official WeChat feed. However, the most important success was giving new life to 999’s promise of feeling “Feeling Warm, from Heart to Heart”.