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Roca in China: Tacoma’s Brown & Haley marks the Year ofthe Dragon with a Hong Kong ad sweep

Post by C.R. Roberts / The News Tribune on Jan. 27, 2012 at 12:23 pm with No Comments »
January 27, 2012 12:53 pm

Almond Roca bus in Hong Kong
In case you haven’t been in Hong Kong this week, here’s a look at what you would have seen – straight from Tacoma.

To commemorate Chinese New Year – the Year of the Dragon – Tacoma-based Brown and Haley has invested in a high-profile advertising campaign that includes both Roca pink bus wraps and a TV commercial.

The commercial was produced by BANG Agency of Hong Kong, and depicts a young woman contemplating a gift of Almond Roca. As she dreams, she is transported into a pink, breezy fantasy world filled with enormous Roca pieces.

The campaign “speaks to the market in Hong Kong,” said Brown and Haley CEO Pierson Clair earlier this week. “The Hong Kong market is very significant for us.”

Marketing chief Kathi Rennaker said she expects 18 percent growth in the market beginning in 2012.

Along with the buses and TV exposure, Rennaker said the upscale confection will have “subway domination,” with Hong Kong subways filled with Almond Roca advertisements.

Exports represent 40 percent of the company’s business, with 20 percent of that in China

“We’re looking to double that in five to seven years,” Rennaker said.

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