Reimagining a Hong Kong Icon: How SORTIE Agency Reshaped the Brand Perception of Wong To Yick for a New Generation

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In today’s increasingly competitive brand landscape, revitalising a heritage brand for a new generation requires far more than aesthetic updates. The challenge lies in preserving trust built over decades while evolving relevance, cultural resonance and emotional connection.

Wong To Yick Wood Lock Medicated Balm is one of Hong Kong’s most established pharmaceutical brands, long recognised for professional efficacy, reliability and the craftsmanship of Made in Hong Kong manufacturing. With a legacy spanning more than five decades, the brand remains deeply embedded in local consumer memory.

In its latest evolution, Wong To Yick partnered with SORTIE Agency to embark on a comprehensive brand transformation. The objective was not to redefine its market position, but to reshape how the brand is perceived by contemporary audiences. This initiative introduced a renewed brand presence, a refined narrative direction and the appointment of Cantopop icon Joey Yung as the brand’s first-ever ambassador, marking a defining new chapter in the brand’s journey.

Wong To Yick × Joey Yung, “No.1 Meets No.1” as a Shared Language of Excellence

At the core of the campaign sits the concept “No.1 Meets No.1”. The idea reflects Wong To Yick’s undisputed leadership in the muscle pain relief category, supported by NielsenIQ data confirming its No.1 sales ranking in Hong Kong for three consecutive years, alongside Joey Yung’s standing as one of the most respected figures in the Chinese music industry.

Rather than functioning as a conventional endorsement, the collaboration was designed around shared values. Joey Yung’s discipline, longevity and professional excellence closely mirror the brand’s ethos of perseverance and strength built over time. Her personal connection to the product, having grown up with Wong To Yick as a household staple, added a layer of authenticity that strengthened emotional credibility and audience trust.

Through this partnership, SORTIE Agency reinforced Wong To Yick’s existing brand positioning as the category leader, while simultaneously renewing its cultural relevance among younger and more style-conscious consumers.

Evolving Brand Presence: A Contemporary Interpretation of Heritage and Hong Kong Spirit

SORTIE Agency developed the new brand presence around the creative direction “The Champion’s Choice, Powered by Hong Kong Spirit”. The refreshed master visuals position Joey Yung at the centre, projecting confidence, authority and composure, while the Victoria Harbour nightscape reinforces the brand’s deep roots in Hong Kong and its outward-facing global mindset.

The visual language balances pharmaceutical professionalism with modern refinement. Layered lighting, disciplined compositions and controlled visual rhythms convey strength, reliability and leadership without abandoning familiarity. The iconic gold and red colour palette remains central, symbolising vitality, power and continuity, while being reinterpreted through a more contemporary design lens.

This evolution represented a strategic shift in communication. Wong To Yick moved beyond purely functional messaging towards emotional storytelling and cultural symbolism. The brand was reframed not only as a trusted product, but as a representation of Hong Kong resilience, professionalism and enduring spirit.

Integrated Brand Activation: Translating Perception into Market Experience

To ensure the renewed brand presence translated into tangible market impact, SORTIE Agency designed a fully integrated O2O Brand Marketing strategy spanning television, outdoor media, digital platforms and retail touchpoints.

A bespoke television commercial featuring Joey Yung highlighted strength, motion and emotional presence across everyday life scenarios, reinforcing the product’s relevance beyond clinical use. Outdoor placements were strategically deployed across high-traffic commercial districts and transportation hubs to establish scale, authority and immediate ambassador association.

On social platforms, interactive content and short-form video executions were rolled out across Instagram, Xiaohongshu and related channels. Leveraging Joey Yung’s influence, the campaign successfully challenged outdated perceptions of traditional Chinese medicine and repositioned the brand within contemporary cultural conversations.

MTR Takeover: Turning a City Landmark into a Cultural Moment

A defining moment of the campaign was the large-scale MTR advertising deployment at Hong Kong Station. Selected for both its exceptional daily footfall and symbolic significance, the station connects the city’s commercial core with international gateways via the Airport Express.

Full-height advertising walls and dominant visual installations transformed the space into a stage for the “No.1 Meets No.1” narrative. Messaging such as “The Champion’s Choice” reinforced leadership while elevating the brand’s premium presence within a high-value environment.

Following the launch, the installation generated organic momentum across social platforms. Commuters and fans shared photos and videos of encountering Joey Yung at Hong Kong Station, tagging the brand and driving peer-to-peer visibility. Cultural and entertainment KOLs further amplified discussion by analysing the ambassador partnership, Made in Hong Kong heritage and visual execution, allowing a traditional pharmaceutical brand to re-enter public discourse with renewed relevance.

Through this execution, SORTIE Agency successfully converted strong offline visibility into online engagement, creating a complete communication cycle from physical presence to digital conversation and user-driven amplification.

From Legacy to the Future: A Defining Chapter in Brand Evolution

Founded in 1968, Wong To Yick Wood Lock Medicated Balm has long been built on professional formulation, proven efficacy and local manufacturing integrity. This transformation was not about abandoning tradition, but about interpreting it through a contemporary cultural lens.

Through strategic planning and disciplined execution, SORTIE Agency helped the brand expand its reach to younger and more diverse audiences while preserving its core values of craftsmanship, effectiveness and trust. From ambassador strategy and narrative direction to integrated channel execution, the initiative represented a holistic evolution of brand perception rather than a surface-level refresh.

SORTIE Agency is honoured to have partnered with Wong To Yick on this pivotal journey, demonstrating how a Hong Kong classic can redefine its relevance and confidently move toward its next chapter.

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SORTIE Agency specialises in brand strategy, brand perception development and integrated brand activation. We work with heritage brands and modern businesses alike to translate legacy into relevance and build brand presence designed for long-term growth.

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