Author | Liu Wendao
Source | Chief Marketing Watch
2022, the well-deserved year of sports events.
Before the Beijing Winter Olympics, the Winter Paralympic Games, and then the Hangzhou Asian Games, and at the end of the year, it is about to usher in another high-profile Qatar World Cup, the continuous blowing of the sports heat wave, but also let more and more brands seize the heat of the event, playing one after another circle-breaking show.
Not long ago on April 2, the 2022 World Cup group stage draw ceremony was officially held in Qatar, as the only official sponsor of this year's World Cup, Mengniu naturally did not miss this once-in-a-lifetime opportunity node, announcing on the same day that the brand slogan was officially upgraded from the original "nutrition you want to be strong" to "world quality, born to be strong", with a new international attitude to open a new era of brand for global consumers.
Take advantage of the World Cup
Be the cow of the world
As we all know, under the background of the brand's crazy personality agitation, the most direct way for the brand to build a differentiated offensive and effective dialogue with consumers is the LOGO and slogan, the distinctive graphic symbols rich in brand personality can visually capture the public's attention for the first time, and the concise and clear proposition can make consumers have a more comprehensive understanding of the new brand in cognition, and the two complement each other to become the first wave of combination punches for the brand to seize the user's mind.
Therefore, it is not difficult to find that the more well-known and influential the brand, the less dare to easily change the LOGO and slogan, as a very important internal asset of the brand, the two play an extremely important role in providing brand differentiation, influence expansion, and personality shaping.
Such as the recent brand upgrades of Taobao, Millet, and DingTalk, they are only part of the details of the knife without affecting the perception, even if they are against the complaints of netizens who "spent millions to change a lonely", they do not dare to modify it at will.
On the other hand, Mengniu is different, from "a cup of milk a day, strong Chinese", to "aerospace quality milk nutrition and health 1.3 billion Chinese people", and then to the "world quality, born to be strong" proposed by the World Cup event, the brand slogan has changed again and again.
At the end of 2021, Mengniu also invited Apple's classic LOGO designer Rob Janoff to create a new visual VI of the brand, on the basis of the original LOGO to adjust the flat aesthetic again, not only the golden milk source mother river in the lower left corner is smoother and smoother, the horn in the upper right corner is more sharp and eye-catching, and even the prairie in the background is more natural and healthy.
In the 23 years of brand history, under the continuous change of slogan and continuous renewal of the LOGO, mengniu has what confidence, may be able to find the answer in this TVC.
Around 2000, national health, national nutrition has become the core topic of social concern, in how to care for the growth of the next generation, then Premier Wen put forward the hope of "a cup of milk a day, strong Chinese", and Mengniu, born in 1999, also took this as a brand proposition that the brand unswervingly implemented, continued to bring healthy and nutritious milk to the Chinese people, and help the next generation to thrive.
In 2003, when the world began to look up at the stars and reverie the universe, Mengniu even joined hands with China's aerospace industry and became a close partner that accompanied its long-distance running for 19 years, and through the successive leaps in China's aerospace industry, from the launch of the Dongfanghong satellite to the launch of Shen 13, the landing of Zhu Rong on Mars, and the establishment of the "Tiangong" space station, Mengniu achieved a two-way rush with the aerospace industry with aerospace-level quality.
Today, economic globalization has been upgraded again, facing the world with an open and inclusive attitude, and going to a broader world stage has become the focus of more and more brands, and as an important year for China to open up and present the posture of a big country, the holding of the Winter Double Olympic Games and the Asian Games has encouraged more brands to go overseas, showing the voice of Chinese enterprises and Chinese brands.
As a giant in China's dairy industry, and as the official sponsor partner of the 2022 Qatar World Cup, Mengniu will be a further upgrade of slogan to "world quality, born to be strong", and will replace all products with the World Cup co-logo, which is an excellent posture for brands to go to the world and go to a broader market.
It can be said that every Slogan upgrade of Mengniu is accompanied by the landing of the vision of national health and industrial power, and this time the brand upgrade, Mengniu hopes to stand on the world-class stage and once again seriously tell the story of China's dairy industry.
World-class quality + strong spirit
Two-way empowerment helps brands break the circle
From a cow in Inner Mongolia, gradually running into a cow representing Chinese quality, and now it is a leap to become a world cow, Mengniu's constantly changing brand proposition symbolizes the three stages of brand growth, from low to high continuous circle breaking, in line with the times, the country, social needs continue to adjust the direction of thinking, more full of the brand's continuous pursuit of excellence, excellence in the product research attitude, in the solid product force and traffic outlet jointly driven, cast a dairy myth.
In 2020, as Mengniu truly became the most eye-catching cup of milk on the Chinese table, the brand began to focus on the "world quality" strategic upgrade, by benchmarking the world's most stringent standards, fully launched the EU standard upgrade, which is the first time that Chinese cattle have stepped on the world stage, and it is also the first battle.
With the continuous expansion of the brand scale, Mengniu's product links have developed rapidly throughout the major fields, although on the one hand, it has shown the strong strength of the brand, but on the road of global expansion, it is facing great challenges due to problems such as "long industrial chain, many raw materials, and complex finished product standards", and after 100 sleepless days and nights, more than 5700 indicators have been sorted out, and successfully broke out.
In November 2021, Mengniu's main category quality reached the requirements of EU standards, becoming the first and only enterprise in China's dairy industry to be certified by SGS CSTC Standard Technical Service Co., Ltd., truly proving the world-class level of China's dairy products with strength.
On the other hand, Mengniu is also well versed in the long-term growth code of the brand, knowing that on the world stage, the brand wants to go out of the circle by far more than just the product end, but needs to build a more empathetic resonance of the positive energy value system, so continue to consolidate the international quality of the product force, Mengniu continues to deeply bundle the brand and sports events, through the fierce arena competition and athlete stories to continuously strengthen the brand's "strong" nature.
In this TVC, Mengniu has made an all-round interpretation of the "to be strong" spirit rooted in the core of the brand, from "nutrition you want to be strong" to a more time span of "the times are changing, to be strong and unchanged", and it is continuously internalized into the brand's most distinctive personality brand and value symbol through one game story after another and insisting on it again and again.
The whole film unfolds through a contrasting technique of blending and colliding with the past and reality, further stretching Mengniu's "strong" spirit to a longer span of timeline, a broader dimension, and constantly confirming the brand's "strong" concept with a series of memorable historical events.
From the launch of the Dongfanghong satellite in 1970 to the official entry of China into the space station era in 2021, it expresses that Mengniu has continued to accompany China's aerospace industry for 19 years from scratch to the long exploration of the universe.
From the establishment of the Chinese women's football team in 1983 to the 16-year victory in Asia in 2022, on the one hand, it presents Mengniu's continuous attention to the Chinese dream team and women's football team, on the other hand, it is a metaphor for the strong spirit of the same inheritance behind the women's football team.
Mbappe, who broke through everything for his dreams and finally won the Hercules Cup; Messi, who was discriminated against for his short stature as a child, and then won 7 Golden Globes through prejudice, and Gu Ailing, who was signed by Mengniu as early as 2019, all because of their "natural strength", thus winning their respective successes.
Mengniu continues to use the perseverance, perseverance and final success of the counterattack story in sports competition to fully present the brand proposition of high-frequency resonance of sportsmanship, and through the deep connection from the value level, further strengthen the brand in providing physical nutrition, give the public a strong value nutrient of life outlook and world view, and then achieve a two-way preemption of consumers' physical and psychological bodies.
At the same time, with the help of world-class quality assurance and the value dimension resonance of the spirit of "to be strong", Mengniu has also successfully built a unique brand moat, through the World Cup, which swept the world's sports marketing wave, Mengniu once again completed the all-round leap of the brand.
Inside and outside the field
Brand equity precipitation under multiple exposures
From 1978, when China first forwarded the World Cup, to nearly 700 million viewers watching the World Cup in 2018, China has become the country with the largest number of people watching the World Cup in the world, and the gradual burning of the World Cup has also allowed more brands to enter the game and try to get a piece of it.
As the designated official partner of this Qatar World Cup, Mengniu is under great pressure at the same time, but also with the help of a series of interlocking sports marketing reverse breakthroughs, to achieve a closed loop of growth that integrates products and efficiency.
After the release of the "World Quality, Born to Be Strong" series TVC, Mengniu also deeply cultivated the communication link, deeply implanted the special program "The Road to Be Strong" of the World Cup lottery ceremony created by Migu, and bundled it with various postures and content in the live broadcast on April 1, which not only set off the topic discussion of "drinking milk and pressing the shock", but also accurately transmitted the brand spirit of Mengniu's "Born to Be Strong" in the small talk interaction of the major guests.
On the sidelines, Mengniu also joined hands with a large wave of Internet celebrity KOLs to launch a series of social discussions on "the world is changing, to be strong and unchanged", allowing the big Vs to start from themselves, tell the changes and changes of the past and the future, as well as the strong values buried in their hearts.
Through the infiltration layout inside and outside the field, Mengniu not only successfully entered the professional arena through spokesmen such as Messi and Mbappe, but also triggered the fiery focus of the audience outside the circle with a series of social gameplay, realizing the brand globalization upgrade and the World Cup momentum.
In addition, through the theme of "world quality, born to be strong" as the theme of radiation layout, under multiple exposures, the intangible assets that belong to the brand's strong values are precipitated again, and under the double addition of high-quality content and product quality, the world-class that belongs to Mengniu is slowly opening, and it is worth looking forward to the "strong" legend that Mengniu continues to write next.
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