In March, the cherry blossoms bloom, people take advantage of the good spring light to go out to enjoy the cherry blossoms, and the romantic beauty of high value also hits the hearts of many people's girls while creating visual enjoyment.
For brands, the cherry blossom season is a major IP every spring, and the products with cherry blossom elements are also particularly favored by consumers.
Insight into people's romantic complex of cherry blossom elements, yogurt launched the spring cherry blossom season limited sweet and sour taste, cherry blossom plum new taste let the brand after 24 years of classic green box for the first time "blush".
The sakura powder packaging of the anime cute series and the original limited packaging transform into the spring atmosphere group to start the beautiful heartbeat of first love. Yogurt naturally does not miss this super marketing IP.
Why do yogurt yogurts love "cherry blossoms" so much for marketing?
01 Spring is the smell of cherry blossoms
When you think of spring, what comes to mind? Strawberries, cherries, or romantic cherry blossoms?
Cherry blossoms attract a large number of tourists every spring due to the scarcity of "one period and one meeting", and even the proper term "cherry blossom economy" has emerged to describe the economic boom driven by cherry blossom viewing.
Every spring, major food and beverage brands launch cherry blossom-limited delicacies. When the brand encountered cherry blossoms, a grand seasonal marketing also arrived as scheduled.
But how to match the brand with the cherry blossom elements at a time when the post-95 generation has gradually become the main force of consumption, and make products that are not only unconventional but also loved? Iliyo yogurt provides the perfect example.
In this "Spring Cherry Season", the 24-year-old national brand yogurt has innovated and created a limited series of products - classic original spring cherry blossom limited packaging and cherry blossom plum new flavor yogurt.
The limited edition changed the iconic "Little Green Box" of yogurt, replaced it with cherry blossom powder full of girlish hearts, and also showed the picture of the virtual spokesperson of yogurt "Xiaoyou" cherry blossom viewing on the packaging, highlighting the aesthetic two-dimensional manga style.
In recent years, there have been a wide variety of brands involved in the marketing of the cherry blossom season.
Mainly concentrated in coffee drinks, food industry, etc., including Starbucks, Luckin Coffee, Coca-Cola, RIO, Oreo, Leshi potato chips, herb flavor, good shop and other brands.
Recently, Iliyou Yogurt has taken advantage of the cherry blossom season to launch a new product limited to the spring cherry blossom season - cherry blossom packaging original flavor and cherry blossom plum new flavor.
This wave of marketing not only integrates cherry blossoms with yogurt, but also makes a new breakthrough in the brand image, which is really delicious and romantic.
"Blush" is the key word in the marketing of yogurt for the cherry blossom season, on the one hand, it refers to the classic green box packaging that has been renewed due to the limited spring cherry blossom season.
Cherry blossom powder has become the main color of the new product, and the lively and cute Xiaoyou stands under the beautiful cherry blossom tree, and a touch of crimson on his face appropriately interprets the visual appeal of packaging powder.
On the other hand, the faint cherry blossom fragrance and sour plum flavor unlock the smooth taste, sour and sweet intertwined with floral fragrance, like a first love makes people blush and beat, from the tip of the tongue sweet to the heart, every bite can taste the sweet feeling.
The highlights of the spring cherry blossom season's limited packaging and taste are refined by yogurt into a "blushing" taste.
This is also a more romantic association based on the extension of the cherry blossom element, consumers recall their shy first love through limited new products, stir the hearts of pink girls, and enjoy the spring dream time brought by yogurt.
In terms of product packaging, the yogurt spring cherry blossom season limited edition breaks the iconic green box that has been classic for 24 years, and adopts the main color of cherry pink, just like a beautiful Japanese manga style that reproduces the scene of cherry blossoms.
The pink spring cherry blossom season limited packaging not only perfectly fits the theme of the cherry blossom season, but also forms a clever match with the original yogurt spring cherry blossom dress, green green and pink romance.
It's like a pair of young lovers constantly flashing in the willow green flowers, which makes the Generation Z crowd who love CP not move?
On Weibo, yogurt milk launched Chen Linong's super talk #yogurt blushed#, driven by Chen Linong, quickly heated up, harvested extremely high traffic, topic reading volume of up to 350 million, discussion volume of 1.037 million.
Not only that, yogurt also invited Aaron Kwok and Xiao you 3D to dance the "Romantic Cherry Blossoms" dance again, recreating the classic images of that year in the way of the Z era.
At the same time, on Weibo and Douyin, the #Romantic Cherry Blossom Random Flip Contest was launched, allowing everyone to follow the steps of the Heavenly King to create and dance together, and pushed the topic of #yogurt blushing # to the climax.
Whether it is the cross-border cooperation with Chen Linong and Aaron Kwok, or the product innovation of cherry blossom plum flavor, it highlights the brand characteristics of yogurt that is young and trendy, and is another circle-breaking move in the 24 years since the birth of yogurt.
From creating a trendy brand to forming a popular consumer cognition, to re-breaking the boundaries and realizing the second breakthrough of brand rejuvenation, yogurt has been constantly breaking through its own to create new possibilities.
The yogurt brand excavated young people's preferences for fun and beautiful products, and also chose a sunny umbrella that "blossomed" in the face of water, a cherry blossom cup that changed color with a sense of temperature, and a limited cherry blossom tote bag as peripheral products.
These limited peripherals can be obtained for free through point redemption in the official Mini Program.
Yogurt realizes that limiting the surrounding area can become a bridge between brands and young people, helping yogurt to expand its influence and enhance the recognition of yogurt trends by Generation Z.
For yogurt, seasonality is no longer just a short-term marketing method. Through seasonal restrictions, yogurt gradually establishes communication with the young people of generation Z and consolidates the nationalized and trendy brand image.
02 Cherry blossom season marketing season
Cherry blossoms bloom short, short and precious. Cherry blossoms are one of the spiritual symbols of the Japanese people, and in many Japanese film and television works, there are shots of cherry blossoms, such as the scene of cherry blossoms in The Shinkai Makoto animation "Five Centimeters per Second", the scene of cherry blossoms is romantic and beautiful.
Every year, when the cherry blossoms of Wuhan University are in full bloom, many tourists will be attracted to visit. Last year, due to the epidemic, many people could not go to Wuhan to watch cherry blossoms, and Wuhan University opened a live broadcast of cherry blossoms online, instantly pouring in 300,000 people.
Even without the pandemic, cherry blossoms are the most used element in spring marketing.
I don't know when spring has been associated with cherry blossom pink, and the introduction of cherry blossoms seems to have become the norm of the brand, and cherry blossoms have become the exclusive favorite of the brand.
The interactive integration of humanistic feelings and natural landscapes makes the "cherry blossom season" a spring feast with high participation of the whole people.
Last year, when the 2.0 Cherry Blossom Viewing 2.0 was launched, Tmall individual households gathered a number of brands to launch a thousand cherry blossom season limited edition products, and created a new experience of cherry blossom viewing for consumers through ecological chain marketing cooperation.
The topic of "cherry blossoms" on Douyin has received 1.92 billion plays, and there are many related topics around cherry blossoms, all of which have received tens of millions of plays, which shows the high level of user participation.
The topic of "Warm Heart Cherry Blossom Season" on the Little Red Book and the simultaneous launch of the "Cherry Blossom Makeup" selfie filter props have received more than 100,000 online participation and 14.26 million views.
Cherry blossoms as a sign of market recovery, pink has become the mainstream propaganda color, pink in the human subconscious: there is healing, healing, cherry blossoms are not only beautiful, but also a symbol of love and hope, representing elegant, simple and pure love.
From the perspective of color, pink is the most impossible to refuse the charming color system, the major brands launched the cherry blossom limited, from the outer packaging to add cherry blossom elements to add cherry blossom fragrance, showing a sweet pink breath, which girl does not want to have it?
A small cherry blossom can also become an economic driving force. Major brands spare no effort to spell the value, innovation, and taste in this cherry blossom season, in addition to the marketing purpose, but also in the fight for "sense of existence".
Through a cherry blossom, increase the interaction with consumers, link consumers' emotions and needs at specific times, and create a more warm and three-dimensional brand image.
In the food industry, seasonality has become a hot spot for brands to chase, but the products launched rarely leave a memory point.
Through the innovative taste of cherry blossom green plums, the eye-catching packaging design of the two-dimensional manga style, and the integrated marketing method of strong network sense topic, yogurt yogurt has launched a limited edition of the spring cherry blossom season to seize the minds of Generation Z consumers.
The "cherry blossom economy" is not only a marketing routine, but now that the seasonal limited play is gradually fixed, brands can consider impressing a new generation of consumers through innovative ideas.
The reason why brands are happy to use cherry blossom elements for marketing needs to be understood from the perspective of women, the attributes of sakura itself, IP added value, social media and brand marketing gameplay.
Every year, the cherry blossom season always brings unique surprises to consumers, and major brands rack their brains to explore the value of cherry blossoms.
Not only to spend time on packaging, but also to work product and user experience to form a win-win situation between product and word of mouth, which is the correct posture for marketing with cherry blossoms.