While Amway is rebranding globally to celebrate its 60th anniversary, Amway China has announced its new Chinese brand tagline – Good things happening with Amway.
This was inspired by the habit of young people in China using Amway as a word to describe an act in which a person shares something nice with another to inspire them and make something good happen.
DDB Beijing is behind the campaign, in charge of localizing the Amway global rebranding strategy and brand image.
Airing on Amway’s wechat channel, the brand video tells five connected life stories. Each one is initiated by an “Amway” act which inspires another person to make an effort to achieve something they want. This is the essence of the Amway brand: empowering people to live at their best.
Amway has always believed that sharing lies at the heart of human relationship. Nowadays, Amway’s dedication about sharing has extended beyond products and things to sharing lifestyles, or life attitudes.
Johnson Guo, Associate Director of Amway China Integrated Communication said, “ 2019 Amway is embracing an all-round brand upgrade. Rooted in the latest ‘healthier and more empowered lives’ value proposition, Amway is transforming itself to be a lifestyle brand. With this video, Amway wants to present a different Amway- more internet feeling, more intriguing, more approachable, and to establish a closer emotional bond with more young consumers in China”.
Eason Li, Business Director of DDB Beijing, said, “We are honored to be part of this historical move when Amway refresh the brand at its 60th Anniversary. The creative and planning team have dug themselves deeply into Amway brand essence to deliver such a refreshing video which smartly integrates the global brand DNA with Chinese young people’s daily lives well together.”