Branding Campaign Tries To Improve Image Of "Made In China"

Posted by Barry Silverstein, brandchannel

The Chinese government is finally acknowledging that the phrase "Made in China" has regained many of its one-time negative connotations. Many Chinese brands have earned their poor perception: Consumers in the US and elsewhere have heard alarming reports of Chinese-made products scandalized by poor quality and deadly oversights. These have included everyday products like pet food, toys, and milk. and the bad publicity has done nothing but damage to the country's image.

So China has launched a new television ad campaign. Seen first in Asia, the campaign is now airing in the US, and features products with the "Made in China" label -- with an international twist. Each "Made in China" example highlights Chinese manufacturers' collaboration with other countries. For example, MP3 players are shown with the phrase, "Made in China with software from Silicon Valley." Clothing carries the label "Made in China with French designers."

According to China Daily, the campaign is intended to demonstrate that "Chinese companies work with overseas firms to produce quality products." The campaign was developed by ad agency DDB's Chinese affiliate, under the direction of China's Ministry of Commerce.

With a lot of ground to make up, some critics are already saying the new campaign may be less than effective. "Wouldn't it have been better if they had touted the millions of things being devised and made in China?" asks one blogger. The Telegraph's Shanghai correspondent, Malcolm Moore, adds, "Does it make you feel better about Chinese quality? Not really." Or at least not yet.

Ironically, the campaign was ready to launch in 2008, but it was delayed due to the recent tainted milk scandal that caused the deaths of at least six children and sickened 300,000.