Blue Dragon

A NEW BRAND PLATFORM SO GOOD IT DID US OUT OF A JOB

What we loved

We created a new brand platform and a far more authentic approach to communications that gave a tired old Blue Dragon its fire back.

How we got there

Blue Dragon was losing share to supermarkets​ own label​s. Their customers were no longer seeing them as the experts they once did and were increasingly less willing to pay a premium for their products.

When we started to look for answers, we noticed the Asian food brands, Blue Dragon included, were all relying on tired, worn-out stereotypes of traditional Asia to appear authentic. Adverts with gongs, geishas, conical hats and fake script did little to demonstrate what modern, vibrant Asia was all about. In fact it made Blue Dragon look out of touch.

So, driven by the insight that ‘authentic doesn’t have to mean traditional’ we set out to rapidly modernise the brand and with it, its quality and authenticity perceptions.

Spurred by the truth that the best journeys are about discovering the unexpected, our new brand platform urged our audience to​ ‘​Keep Exploring’. A brand promise from us. A call to action for our audience. We urged people to keep exploring our range and recipes, keep exploring their skills as a chef, and crucially keep exploring real modern, authentic Asian food and culture​.​

WHAT IT CHANGED

The ad has run for eight consecutive years. Outside of the Christmas Coca-Cola truck, this must be a record. Executed in TV, broadcast sponsorship, OOH, on pack and through social content.