.png)
SORTIE Agency Elevates Wong To Yick to Legendary Status with Luxurious Brand Reinvention and Strategic Joey Yung Partnership
In the world of heritage brands, maintaining relevance while preserving legacy is an art—one that demands both reverence for tradition and bold innovation. SORTIE, Hong Kong’s premier luxury marketing and digital strategy agency, masterfully orchestrated this balance for Wong To Yick Wood Lock Medicated Balm, transforming the iconic pain relief brand into a modern symbol of resilience and sophistication. At the heart of this metamorphosis lies a meticulously crafted luxury branding and marketing strategy, crowned by the historic collaboration with Canto-pop royalty Joey Yung—an alliance that transcends endorsement to become a cultural statement.
A Symphony of Heritage and Modern Elegance
Wong To Yick’s legacy as Hong Kong’s undisputed leader in pain relief—holding the No.1 position in both muscle pain relievers and medicated oils for three consecutive years—was a narrative ripe for elevation. SORTIE’s approach was not merely about asserting dominance but redefining what a heritage wellness brand could embody in 2025. The campaign, “No.1 Meets No.1,” positioned Wong To Yick not as a relic of the past but as a timeless icon, mirroring Joey Yung’s own journey from star to legend.
The creative direction fused old-world craftsmanship with contemporary luxury, presenting the medicated balm as an object of desire rather than mere utility. High-end visuals, shot with the polish of a fashion editorial, showcased Joey Yung in moments of poised strength—backstage after a concert, mid-rehearsal, or in an artist’s loft—each frame subtly highlighting the product as an indispensable ally for those who demand excellence. The messaging, “Perseverance, the Champion’s Choice,” resonated deeply, tying Joey’s relentless artistry to the brand’s unwavering quality.
Strategic Storytelling: Where Data Meets Desire
Beyond aesthetics, SORTIE engineered a multi-layered digital ecosystem to ensure the campaign’s reach was as expansive as its ambition. SEO-optimized storytelling wove together NielsenIQ market data, Joey Yung’s personal testimonials, and Wong To Yick’s 57-year history into a compelling narrative. Long-form editorial pieces in luxury lifestyle publications explored the parallels between Joey’s discipline and the brand’s meticulous production process, while bite-sized social content—slow-motion clips of her applying the balm before a performance, candid interviews about her reliance on it—humanized the product for Gen Z and millennials.
To combat counterfeiters, SORTIE elevated authenticity into a marketing virtue. A sleek microsite, “The Mark of True Relief,” educated consumers on verifying genuine products, while limited-edition packaging co-designed by Joey herself became collector’s items. The strategy turned anti-counterfeiting from a defensive tactic into an exclusive selling point.
The Ripple Effect: From E-Commerce to Cultural Cachet
The results were transformative. Wong To Yick’s e-commerce traffic surged by 200%. Social mentions skyrocketed, not just in Hong Kong but across Southeast Asia, as the campaign tapped into regional pride for homegrown excellence. Most importantly, the collaboration shifted perceptions: where traditional Chinese medicine brands often struggled with outdated imagery, Wong To Yick emerged as a symbol of aspirational wellness, discussed in the same breath as high-end skincare or athletic recovery tech.
SORTIE’s Blueprint for Luxury Reinvention
This campaign exemplifies SORTIE’s philosophy: true luxury marketing is alchemy. It requires equal parts data precision and creative audacity—knowing that a heritage brand’s next chapter isn’t about chasing trends, but about curating its legacy for a new era. By aligning Wong To Yick with Joey Yung’s enduring brilliance, SORTIE didn’t just secure a No.1 claim; it crafted a modern myth.
For brands ready to transcend their category, SORTIE offers more than campaigns—we build cultural icons. The question is no longer how to stand out, but how far your legacy can go.
Location
Hong Kong
Industries
Fast-Moving Consumer
Goods (FMCG)
Expertise
Creative Marketing Solutions
Digital Solutions & Website Development
Event Production & Management
Influencer Marketing & Management
Photo & Video Production
Public Relations
Rebranding