After 7 days, high school students will usher in an important exam in their lives - the college entrance examination, which is also the focus of national attention, from society to individuals will pay attention to this hot event. In the face of the big hot spot of the college entrance examination, the recent major brands will of course spare no effort to take advantage of the marketing. Compared with the marketing creativity of inspiration, nostalgia, gratitude, and blessing, the brand takes advantage of the same point, giving people a sense of aesthetic fatigue. This year, unlike other brands, yogurt has opened up a unique yogurt test point shorthand milk hard "core" marketing road.
Through the surface phenomenon to see the essence, yogurt will be the key test points of the college entrance examination on the packaging, fresh and curious, more worthy of marketers to ponder is that in the national attention of the college entrance examination node, yogurt as a 24-year national tide drink brand, how to show the responsibility and responsibility of the national brand through the effective combination of product strength and marketing power? Let's comb along with the food.
College entrance examination customized version packaging
"Positive energy, attitude" content marketing,
Yogurt for Generation Z to prepare for the college entrance examination "steam plus excellent"
Instead of hyping up the brand's own industry status and exaggerating the uniqueness and ease of use of the product, it is better to start from the consumer's point of view. Insight is the first threshold for marketing success or failure, especially the current marketing has changed from product function appeal to insight into individual spiritual pursuit. Only when insight is in place can we truly output the creativity that resonates with users, increase the memory point of marketing, and enhance the sense of identity with the brand.
Not long ago, the national tide drink yogurt took the lead in playing a new dairy product - the first domestic sparkling milk, which broke 1 million cans on the day of listing, setting a record for the first sales of new beverage products; for 15 consecutive days, weibo tide list top5 was on the list, and 6 days topped the delicious list, which is not only the excellent answer sheet handed over by yogurt for the market, but also a deeper interpretation of the accurate insight of yogurt on the needs of "Generation Z" behind the impressive results!
Of course, on the occasion of this college entrance examination, the "marketing bully" yogurt that has won a number of excellent results is also trying to cheer for the candidates.
To this end, the 24-year national tide of yogurt is based on positive energy, innovation as a path, the key test points of the 8 disciplines of the college entrance examination and product creativity integration, hard core launch of excellent yogurt test point shorthand milk college entrance examination limited packaging. In the most brainwashed fashion style of Gen Z, the boring and focused test points are made interesting and catchy with the most brainwashed rap. In terms of packaging, the classic green box transforms into a plus bag, plus plus is to refuel, "excellent" also means excellent students, with limited plus excellent products to cheer up candidates! As early as 2019 and 2020, yogurt began to take advantage of the Spring Festival to launch the New Year plus plus bag, in different scenes for young people to add good, to help young people full of vitality, to help meet the unknown challenge!
In the updated biological model, "nucleic acid protein, unit is the key; amino and carboxyl, dehydrated peptide bond" and many other knowledge points let the candidates blurt out and be born, steady and steady! The same is true of other disciplines.
At the same time, not long ago, the newly listed "milk vapor" bubble milk has also been replaced with a new packaging of the college entrance examination, forming a "steam can" and a "plus premium package", which is output positive energy for Generation Z from the inside out. Through these two college entrance examinations, yogurt yogurt dialogue with young people, fully reflects the attributes of brand rejuvenation, at the same time, so that the brand theme concept of "yogurt for you to steam and add excellence", deeply rooted in the Z generation group, yogurt yogurt once again with the Z generation side by side, become a new generation of national tide drink.
In addition, the second-dimensional Xiaoyou prepares for the college entrance examination with everyone as a high school senior student, and uses the IP real and image way to "fight steam and add excellence" for the high school students, which is interesting, pragmatic and grounded, and makes the Z generation full of confidence to face the college entrance examination.
At the same time, yogurt released a "preparation rap", the video in the optimization of the body trend rapper, all subject test points into the form of rap lyrics, to help Xinxin students strengthen the memory of the test center, solid preparation, excellent test point, do not have to be blinded, steady score. Rapper Xiaoyou since his debut, the personality, interesting and upward style of rap videos on the b station has been deeply sought after by generation Z. This time not only fits the theme of the college entrance examination, but also communicates boring test points in a way that Generation Z likes, making the preparation easy and interesting. As soon as the video was disseminated on the social platform, it immediately received unanimous praise from students and also harvested a wave of brand traffic.
The college entrance examination is only the beginning, so that the product into the life of the consumer group, become an inseparable part, and the correlation with it is not only physiological needs, but also spiritual needs to reach, the national tide of drinking yogurt for 24 years the original intention remains unchanged, with real products to accompany the Z generation and pan-consumption circle, continue to output the upward attitude to meet every challenge of life, pass on positive values.
Therefore, in the college entrance examination node you yogurt, which is highly concerned by the people, to create the topic of #yogurt test point shorthand milk, which has set off a new round of hot discussion frenzy on the plot of the college entrance examination and the knowledge of the test center in the hearts of generation Z and teachers, parents and many other experiencers, enhance the deep interaction between the brand and the consumption circle, and promote the national brand of yogurt to a new height.
Cheer up and cheer to help the college entrance examination
Yogurt and spokesperson use "large flow" to write "national positive energy"
Spokespersons and brands complement each other, and high-quality spokespeople can "add excellence" to brands. On the occasion of the college entrance examination, yogurt invited the Times Youth League as a brand spokesperson, and joined hands with the spirited youth of the times to jointly open the "dairy era" with the brand.
As a post-00s new generation boy band, their positive energy of "breaking the world, fixing the storm, and the youth of the times walking side by side" has become the benchmark of "sunshine teenagers, positive and positive energy" in the eyes of the Z generation, whether it is learning or life, it is a model for learning. In addition, Ma Jiaqi, Ding Chengxin and Zhang Zhenyuan, members of the Times Youth League, are also in this year's college entrance examination army, side by side with other college entrance examination students, facing the college entrance examination! Brands use spokespeople to empathize with young people and plant grass for a new generation of young people.
As we all know, in order to successfully attract the attention of Generation Z, not only to understand their preferences, but more importantly, to communicate with them with their hearts, yogurt is well versed in this, in terms of brand endorsement, from Zhou Dongyu to Chen Linong, and then to the Times Youth League, yogurt in line with young consumers at the same time, always the new generation of idols of the positive energy effect played to the fullest, with a large flow to write the national positive energy.
With the popularity of "steaming", yogurt milk launched the topic of #yogurt for you to play steam and excellent,With a different way of steaming and optimizing, fans are full of momentum and confidence in preparing for the college entrance examination, which is not only a boost to fans, but also a cheer for young people in the new era who are about to face various exams. Narrow the distance with the new generation of consumer circles, realize the brand planting grass of a new generation of consumers, deeply fit the 24 years of yogurt unchanged rejuvenation road, close to and lead the new generation of circles.
epilogue
The marketing of the college entrance examination season is bound to be wave after wave, as a national tide drink brand of yogurt has been using products to communicate with generations of young people, accompany the growth and become a classic in the heart, the college entrance examination limit is not only a short-term marketing method to take advantage of the hot spots to obtain traffic, but a way to continuously consolidate the nationalization of the brand and the trendy image. Through the core communication point of "daqi plus excellent", yogurt reaches different circles, different cultures, and different eras, and advances and retreats with matching points and users, and practices the responsibility and responsibility of the national brand for 24 years with actions.
It is undeniable that the emergence of yogurt test point shorthand milk marks that yogurt has officially entered the era of "steaming and excellent", passing on positive and positive values to generation Z, the college entrance examination is just the beginning, the future yogurt will continue to play steam and excellence for generation Z teenagers with the most avant-garde, most fashionable and trendy attitude and way, and carry out the national brand responsibility and social value to the end, let us wait and see!