This year's New Year limited edition is not generally 丨 week V case

Domestic cases

rich

Case: Not long ago, Jiang Xiaobai released 100 statement posters in one go to celebrate the 10th anniversary of the brand's birth. The brush screen of these 100 statements has ushered in a new high in the popularity of Jiang Xiaobai brand. And a huge number of publicity offensives like Jiang Xiaobai have also begun to be emulated by brands.

This week, China UnionPay launched 66 posters about "rich" in one go. Each poster is a different life scene, and in different life scenes, the word "rich" is formed through different elements. In addition to the word "rich", the copy of each poster also corresponds to the corresponding scene, introducing the understanding of the word "rich" from different occupations (especially emerging occupations) and people with different identities. Just like the "Fu" poster launched last year, China UnionPay hopes to pay tribute to every worker through these 66 "Fu" posters.

Comments: This wave of China UnionPay's publicity with the theme of "rich" comes just right. On the occasion of the Spring Festival, the beautiful meaning of abundance is spread to the public, and the arrival of the Spring Festival also means that it is the perfect end of every worker's year, and the release of 66 posters at this time is the best tribute and blessing to every worker.

1971 living room

Case: Affected by the epidemic, people have begun to blur the boundaries between family scenes, work scenes, and entertainment scenes. Working from home has become a popular trend, and the living room at home has gradually lost its former party role and become a computer desk.

In response to such subtle changes, Starbucks China reintegrated the concept of shared space into the store and launched the "1971 Living Room". The name "1971 Living Room" was inspired by the time when the world's first Starbucks entered the market, and Starbucks China, called "Living Room", is intended to meet the different needs of consumers for space. The 1971 living room includes two services: "Coffee has a bureau" and "living room meeting". "Coffee has a bureau" corresponds to a casual gathering of three or five friends, while "a meeting in the living room" is suitable for business meetings or community gatherings. At present, the "1971 Living Room" can be booked on the Meituan platform. The service will be carried out in four cities: Beijing, Shanghai, Shenzhen and Chengdu.

Comments: The birth of the living room in 1971 is inseparable from Starbucks China's insight into consumer demand and market demand. As people become more blurred about the boundaries of different spaces, the 1971 living room gives consumers the possibility of choosing different scenes. At the same time, the 1971 living room also allowed more consumers to enter Starbucks and established a link with Starbucks.

Integrated Brain

Case: With the popularity of science fiction IP such as "Three-Body Problem" and "Traffic Earth", science fiction elements have become a new favorite in brand marketing. Not long ago, the National Cellar 1573 Crossover Nebula Award became the protagonist in the science fiction novel "1573". This week, Fang Tai also stepped into the science fiction elements.

Fangtai's latest product promotional film is adapted from the science fiction article "Integrated Brain" published by writer Wang Nono in Fangtai Zhihu's special kitchen appliance strategy science and technology brain PK life wisdom. Set in 2722, the gourmand Arnold completes his fifth memory transplant in a dream of exploring the boundaries of the city. Arnold followed the smart butler to the city border in 2722. At home, the city manager system tells Arnold that it is a Fangtai integrated cooking center, an advanced kitchen appliance, and ultimately it returns the city and the desire for food and exploration to mankind.

Comments: Science fiction themes are quite popular with young people nowadays, which also makes more and more brands choose to associate with science fiction themes when marketing. Through the theme of science fiction, Fangtai shows the brand characteristics of its own smart kitchen appliances to the fullest. Brand information is naturally disseminated to the audience with the help of science fiction elements, which subtly deepens the consumer's impression of the brand's sense of technology.

Ink flakes

Case: Ink painting has always been a representative of traditional Chinese culture, and when the elements of ink painting are applied to brand marketing, it can undoubtedly reflect the brand's insight and understanding of Chinese culture.

Recently, McDonald's launched its latest product promotional video in the form of ink paintings. The promotional video is full of cultural elements with Chinese characteristics, using the form of ink paintings on the images, and the background music adds traditional Chinese instruments such as Xiao, flute, guzheng, silk bamboo, and si na, as well as the sounds of magpies and firecrackers. For the product display, McDonald's naturally launched by introducing a classic storyline like "Little Tadpole Finds Mother".

Comments: Ink elements are representative elements of Chinese culture, and McDonald's choice to use such elements for product promotion is undoubtedly to please Chinese consumers. With the approaching of the Spring Festival, more and more brands choose to integrate characteristic Chinese cultural elements for brand marketing, and the organic combination of unique Chinese cultural elements and brands is the focus.

Black snow cakes

Case: Near the arrival of the Spring Festival, major brands have launched limited products belonging to the Spring Festival. Among the many limited products, if you want your products to stand out, you need to make full efforts in all aspects of product creativity, product design, and product marketing.

This week, wang wang and Wang Jiaer jointly signed the year of the tiger limited "Tim Wang snow cake gift box" officially released. The color of the gift box is mainly red gold and black gold, and the names of TEAM WANG and Wang Wang Snow Cake are presented in the form of gilding. The gift box is designed with three parts, namely red packets, snow cakes and fruit plates. Among them, the black packaging of Wangwang snow cake is the most unexpected. The red envelopes are decorated with gilded tiger stripes. The fruit plate is metallic and printed with the names of both sides, giving people a sense of superiority.

Comments: Want Want's Year of the Tiger limited products have captured all aspects of product creativity, design and marketing. Through the unexpected creativity of black snow cakes, consumers are bright. Through the high-end fruit plate and red envelope design, it is fully integrated with the tiger element and improves the brand positioning. Cooperation with Wang Jiaer not only obtained traffic protection but also affected more young consumers.

Foreign cases

Naked Coca-Cola

Case: Coca-Cola has never stopped exploring the bottle body, whether it is in the creative design of the bottle body, or the embodiment of environmental protection on the bottle.

Recently, Coca-Cola launched a "naked running" packaging bottle in South Korea. Like other Coca-Cola bottles, it is still a familiar line, but there is no Coca-Cola plastic label on the outer packaging. Apart from using red and black caps to distinguish between plain and sugar-free flavors, there is no other difference in naked bottles. At present, this unlabeled Coke is not sold separately but in groups of 24 bottles, providing relevant product information on the overall packaging.

According to reports, this is a move by Coca-Cola to promote local sustainable development and also a tribute to the design of Coca-Cola bottles in 1915. By removing the label, the processing efficiency of bottle recycling can be effectively improved. The design was recognized by the Korean government and ranked in the top three most effective environmentally friendly projects of 2021.

Comments: The continuous changes of Coca-Cola on the bottle have made consumers perceive Coca-Cola's brand attitude and corporate culture. At the same time, in the context of the era of environmental protection as the theme, reducing the use of plastic products has become the goal pursued by every enterprise. Coca-Cola has gradually integrated environmental ideas into the brand design.

Visual misalignment

Case: The Year of the Tiger is approaching, and major brands have launched new products around the elements of the Year of the Tiger, and luxury brands are naturally no exception.

Among them, Balenciaga, which went out of the circle in a strange style, once again successfully broke through, and grabbed everyone's attention with a series of strange dislocation photos. Created by photographer Chris Maggio in collaboration with artist Pablo Rochat, these dislocation photos give viewers a strange look and feel experience through dislocation vision. In these photos, two models appear with different ages and genders, visually giving people a visual effect of merging into one by cleverly positioning them. After the two are combined, there are boys with long hair, children with adult figures, and old women dressed in trendy clothes.

It is reported that the Balenciaga Year of the Tiger series has a total of 57 items, including clothing, accessories and shoes, covering men's and women's ready-to-wear and children's clothing.

In addition to this set of dislocation photos, Balenciaga also combined the Year of the Tiger series with daily necessities. For example, I put a bag on the computer, put shoes on the chair, and so on.

Comments: In the past two years, Balenciaga seems to have found a unique path for brand marketing. Through the avant-garde, modern, and exaggerated appearance form, it has left a deep impression on consumers. This time the new product promotion of the Year of the Tiger continues this style, leaving people with the opportunity to discuss through the brain-opening creativity of the product itself.

Oreo the Dark Knight

Case: Affected by the epidemic, after several delays in its release, "Batman" starring Robert Pattinson is finally about to be released. The film tells the story of Batman and his new allies teaming up to capture the Serial Killer Riddler, and just as Batman fans were eagerly awaiting, Oreo took the lead in launching a limited-edition series of cookies related to him.

In the limited edition cookie, Oreo replaced the classic pattern on the black cookie with the Dark Knight's artwork. The outer packaging has also been modified to replace the image of Gotham City. The packaging is printed with a riddle that is said to have been set up by the villains of the upcoming movie. Oreo promises fans a chance to win special prizes if they just crack the riddle.

Currently, these limited edition cookies are available in canadian, European and Australian markets.

Comments: With this limited edition cookie, Oreo allows consumers to create fun experiences with their beloved idols. Cookies are built on guessing games that engage and immerse fans in the world of Batman, even far beyond the movie itself. Such deep links allow Oreo to connect with consumers and stay childlike.

Special Christmas tree

Case: Christmas symbolizes quiet peace and reunion, and on the occasion of this Year's Christmas, Mall of the Emirates launched a unique festive installation. Through this installation, malls of the Emirates hope to arouse users' awareness of environmental protection, so as to truly have a peaceful life.

At the heart of the installation is an eight-meter-tall LED Christmas tree with screens displaying wildfires around the world over the past year and information around climate change and sustainability. At the same time, Mall of the Emirates hopes that this LED Christmas tree will show everyone how to work together to reduce their impact on the environment. Visitors are encouraged to make a commitment to sustainable living, and for every commitment they make, a tree is planted in UAE shopping.

Comments: The festival is a time of devotion characterized by cheerfulness, generosity and solidarity. What Christmas marketing at Mall of the Emirates does is make people aware of where the future is focused and how it will be rooted in the future. On the one hand, this practice reflects the foresight of the Mall of the Emirates, and on the other hand, the integration of public welfare into the festival is a new idea of holiday marketing.

Cushion

Case: Breast cancer is the second leading cause of death for women in Saudi Arabia, but Saudi women are reminded to do only one test each year at breast cancer campaigns. So Saudi Arabia's IKEA hopes to keep this reminder alive for years in an influential and culturally respectful way.

A Kransborre cushion with a "lump" is a continuous awareness tool launched by Saudi IKEA to remind women to go to the examination. Saudi Arabia IKEA hopes that cushions can be a visual cue for women to positively change their behavior. On this mat, IKEA has printed a sign that reads: "Don't sleep on it (don't sleep with it)" to suggest that women can save lives by detecting breast problems early. On the saddle's label, Saudi IKEA has also made changes, replacing the regular label with a label that explains how to check for lumps.

Comments: The cushion is part of the furniture, through the furniture that is often used in daily life, it can effectively attract women's attention and play a reminder role all the time. For Saudi Arabia IKEA, the launch of this cushion is a public welfare act, but also expresses the attention and concern of Saudi Arabia IKEA for female consumers.