Recently, the 5th CMO Value Marketing Summit and Goldsmith Award Ceremony in 2021 was held, at which the 2021 Goldsmith Award winning cases were awarded. Among them, the case of "Green Beer Youjia Hawthorn Fresh Fruit - Selection of Generation Z Love Scene" recommended by Tsingtao Beer Excellent Company and Xia Yi Cultural Communication won the top ten cutting-edge brands in 2021.
It is reported that the Goldsmith Award is sponsored by the Goldsmith Award Jury and the Organizing Committee of the CMO Value Marketing Summit, and supported by forrester, an independent research consulting company with global influence, aiming to enhance the value of CMO, discover unique cases, companies and platforms, and intend to create marketing awards for the spirit of craftsmanship in the marketing industry. The selection of the Tsingtao Beer Youjia case is also based on its innovative exploration in the young market.
Tsingtao Beer Group has planned three major business sectors of "happiness, health and fashion", among which Qingdao Beer Youjia Health Beverage Co., Ltd. has strengthened the business development of the "health" sector, and launched fruit and vegetable juice products - Youhuojia Hawthorn Fresh Fruit according to changes in market demand and consumer tastes.
Lock in the love scene "sweet and sour" becomes the brand impression
Based on the rich nutrition of hawthorn, digestion, innate with the characteristics of meal pairing, green beer youjia hawthorn fresh fruit combined with the sweet and sour and delicious characteristics of the product itself, found a consumption scene that young people feel a lot: love dating scene, and with "a bite of sour and sweet, taste you love" as the communication language, to help the brand successfully open the market cognition in the early stage of listing.
First of all, the self-made love drama "Sweet and Sour Story" inspires users to plant grass with immersive scenes. At the same time, with online communication, the image of "sour and sweet debut" in omni-channel posm is exposed, combined with online and offline promotional materials, bus advertising, online e-commerce channels and offline terminal channels as platforms, strengthening LOVEMARK, forming a full life scene coverage among young consumer groups.
Strong binding with IP to create a summer Internet celebrity explosive drink
On this basis, taking advantage of the peak season of summer drink consumption, we innovated the summer "sour and sweet moment" activity, detonating the market and making the product the preferred drink for young couples dating nowadays. In addition, with the influence of the Qingdao Beer Festival IP, with innovative and interesting drink methods such as "sweetheart hawthorn bomb" and "love slag dance", it has aroused the enthusiasm of young people, and successfully created an internet red drink during the beer festival, realizing the simultaneous improvement of brand exposure and sales conversion.
Youhuojia Hawthorn Fresh Fruit is the first product created by Green Beer Youyou Company, and its sales volume exceeded 10 million after only three months on the market. Empowered by the dissemination of Xia Yi culture, the hawthorn fresh fruit category has also successfully occupied the minds of Generation Z, becoming a popular drink and summer hit that has swept young people, which has also effectively increased the brand volume of Tsingtao Beer's new products.
Green Beer Youjia said that the rejuvenation of brands in the traditional food industry is a long-term project that requires the ingenuity of marketers and brands. The goal of the CMO Goldsmith Award is to discover unique brand marketing, which is intended to create the most "craftsman-like" marketing award in the marketing industry and continuously enhance the value of CMO. The case of "Green Beer Youjia Hawthorn Fresh Fruit - The Choice of Gen Z Love Scene" is explored in the ingenuity of the young market, which coincides with the spirit of ingenuity advocated by the Goldsmith Award.
（CIS）