Meng Niu Dairy: Fruity, 1: "

Advertising Agency: LeoBurnett/w&k Beijing China

Creative Directors: Charlie Chen, Chris yan

Art Directors: Chris yan, Lillian Mao

Copywriter: Sky Han

Illustrator: Lillian Mao

Published: January 2009

Challenge:

Mengniu is one of the biggest dairy products corporations in China. In 2009 the corporation sets a new product: fruit& vegetable yoghourt. The most special character of this product is that milk, fruit, and vegetable are all confected into the yoghourt which is not only tasting like fruit, but containing a lot of nutrition coming from milk and vegetable. How to let more and more youngsters accept the yoghourt in the fiercely competitive market of China?

Strategy:

Communicate to China’s youngsters with their own language and attitude. Youngsters in 20s have plenty interests. They do not focus themselves in one thing and even have more than one status. Their dressing style is mix & match. They eat Chinese food and love western food also. They like comic dialogue and listen to the R&B. They use ipod while playing PSP. They change folk to rock, make characters to doodles. Those are their diversity of lives which would catch up every interesting thing except dullness. The attitude is just like the new product of Mengniu wants to show. Mix milk, fruit, and vegetable. Every good thing is what they want. Use pictorial method, show the mix& match attitude of youngsters, and arouse their feedback.

Results:

After a series communication campaigns, the yoghourt’s sales volume quickly increases to 385%. In only half a year, its sales volume is near 800milian RMB/month.

 Edit Post