On the week culminating to Mother's Day, radio DJs challenged listeners to express their love for their mothers publicly. Every call-in would be meaningful and touching as the DJs would also call up the participant’s mom on the spot so that the participant could publicly express her love to her mom live and on-air.

It was a very touching moment when one of the participants proudly declared “Mom I love you. Happy Mother’s Day”.

You could hear her mother’s voice quivering at the other end as she expressed how touched she was. Her exact words were “I feel like crying, I’m so touched…“

At the end, to complete this expression of love for moms, each participant’s mother was awarded with a Brand’s ‘Bird’s Nest’ hamper, an ideal gift of appreciation.

The odds were against us, we were a small brand with budget constraints and we were trying to change something that has existed for years in the Chinese community. It was embedded in their lifestyle, in fact, it was their way of life itself. But it worked!

Our campaign reached 1.35 million Chinese women across the country.

Not only that, we had a whopping 3.1x Sales Return on Investment with 185% increase of sales vs last year, which was incredible especially for such a beauty drink.

More importantly, we helped Chinese moms and daughters find a new language of LOVE- WORDS.