The quadrennial World Cup is undoubtedly a grand event about football in the eyes of fans around the world, and a large number of brands are more ecstatic than fans.
In addition to football itself, behind the World Cup is a surge of unlimited business opportunities and the expectations of major brands at home and abroad. This also confirms the words of football emperor Beckenbauer: it is not football that rolls on the green field, but gold.
In addition to ridicule, he said the pursuit of interests behind the World Cup economy. For Mengniu, a regular visitor to the World Cup, it is a very representative role among all sponsored brands, so let's review Mengniu's World Cup marketing today.
Throw 2 billion
Mengniu's "life and death speed"
In view of the ups and downs of the World Cup and the current unpredictable communication environment, the effect is completely different, and brand World Cup marketing is a bet to some extent, because this process has great uncertainty.
In December 2017, Mengniu and FIFA jointly announced at the China National Convention Center in Beijing that Mengniu officially became the official global sponsor of the 2018 World Cup. In March 2018, Mengniu announced that Messi served as the chief brand strong officer, and in April, the official platform released Messi's "born to be strong" theme TVC.
So far, Mengniu has completed the one-click three consecutive "sponsorship FIFA", "signing Messi" and "World Cup advertising brand voice", and officially launched the World Cup promotion activities with the theme of "natural power, born strong".
These are all routine process actions, and what really pushes Mengniu to the front of the stage is the classic emoji "I am Messi, now a batch of panic".
As the head dairy company in China, Mengniu threw 2 billion to the World Cup, and Argentine star Messi officially became Mengniu's brand spokesperson, and when Messi's penalty in the first round of the group stage was saved, he accidentally let Mengniu out of the circle.
At this time, netizens can be said to have exerted their unlimited imagination, not only the shot lying on the grass, Mengniu's slogan was also spoofed by netizens, originally "I'm not born strong, I'm just born strong", became "I'm not born strong, I'm just born to be cool".
Argentina's 0-3 defeat to Croatia on June 23 brought this spoof craze to the top, not only Messi, but Mengniu at this time was also "panicked", which means that this gamble will end in failure.
The situation took a turn on the 27th, in the last game of the group stage, Messi was in good shape, Argentina defeated Nigeria 2-1 to advance to the round of 16 with the second place in the group, at this time netizens re-p: "I am Messi, I am now relieved."
The spoof of the commercial film made Mengniu out of the circle, and Messi's rollercoaster experience in the World Cup mistakenly achieved Mengniu's popularity in the World Cup.
In the quarterfinals, Argentina lost 3-4 to France, and Mengniu also played the "Your back makes us remember forever" slogan, especially the set of shots given to Messi at the time, which is still evocative today.
The tender route harvests the mind
Precipitate brand value
The marketing of the Mengniu World Cup in 2018 can be described as ups and downs, and the strategy in 2022 is more inclined to be steady and steady, not as high as in the past, Mengniu started with the #Youth but a few World Cup # topics, and staged a World Cup memory killing full of feelings.
The film is based on expressing feelings, connecting the connection between Mengniu and the World Cup, and presenting his father's generation and his own youth imprint about the World Cup from the perspective of his son Marado.
From the first broadcast of the World Cup in 1978 to listening to the game on the radio, to watching the game on black and white TV and color TV, for Chinese fans, the World Cup is not only a football event, but also a good memory that accompanies generations, and the 44 years of watching the World Cup are also 44 years when milk grows up and becomes stronger with myself and my family.
Mengniu, who takes the emotional route, has another taste, the film hides two veins, the background of the times and the fate of individuals are intertwined, a national image brand is projected, and Mengniu has become the "companion" and nutritional "supporter" of countless users.
Not only that, Mengniu also launched 12 World Cup history series packaging to continue the popularity (corresponding to the 12 World Cups from 1978 to 2022), looking back at the World Cup memories belonging to every fan, and using very commemorative objects to undertake the nostalgia outlined in TVC.
Mengniu's story is a retrospective of the World Cup process, but also a summary of the brand itself, compared with the dramatic topic ups and downs of the previous edition, this World Cup Mengniu starts more from the level of warmth, stimulates the user's inner resonance at the same time, and gives the brand more warm background.
Under the World Cup, the commercial abacus of Mengniu sports marketing
Sponsorship of the World Cup is only the tip of the iceberg for Mengniu Group, and the brand's deep cultivation in the sports marketing track is a long-term marketing consideration. In other words, Mengniu's sights are on the entire sports track, not the World Cup alone.
For brands:
Mengniu became the official global sponsor of the FIFA World Cup in 2018 and 2022, and signed football stars Messi and Mbappe as brand spokespersons. Mbappe can break through everything for his dreams and finally win the Hercules Cup; Messi, who suffered from dwarfism at the age of 13, was questioned and eventually climbed the peak to break through prejudice and won 7 Ballon d'Or.
In the ice and snow event, the signing of the "genius girl" Gu Ailing, countless falls in order to complete more gorgeous and difficult actions, these pioneers have one thing in common - "born to be strong".
The core of Mengniu Sports Marketing lies in the interpretation of Slogan's "strong nutrition world", through the spiritual attributes of the spokesperson, to enrich the established image of the brand, and complete a logical closed loop that complements each other.
For users:
From 2018 to 2022, it is not difficult to find that Mengniu has transitioned from "brand-based" to "user-oriented", and 2018 is more of a yin and yang mistake, a hot terrier of "I am Messi, now a batch of panic" just took Mengniu out of the circle and opened the valve of transmission.
In 2022, the focus will be on user communication, using the memories of the World Cup to create a "warm" image of the brand, and cooperate with the targeted selection of spokespersons on the sports track to make the brand image palpable.
This is a deepening expression of the connotation value of the brand, but also a strong occupation of the sportsmanship, pushing the "strong spirit" contained in the brand's DNA to the world, and consolidating the initiative of the sports track while playing the marketing out of the sense of pattern.
Author | Zhang Xiaohu