In the food and beverage industry, the taste of the product is an important factor in attracting consumers to make a choice. Brands need to gain an active advantage in the market, they need to accurately identify and target changing consumer tastes.
In order to cater to consumers' pursuit of innovative tastes, major food and beverage brands have made great efforts in taste research and increased their efforts to innovate. Recently, the national tide drink yogurt innovatively launched the "spring cherry blossom season limited" - cherry blossom plum flavor new products, and combined with the yogurt cherry blossom packaging original flavor into the face value cp. This beautiful "seasonal limit" has great potential for Internet celebrities and has been sought after by the majority of young consumers.
Yogurt "blushed" The spring cherry blossom season is limited to great internet celebrity potential
As we all know, cherry blossoms mean "love and hope", with its unique charm, with a beautiful meaning and Internet celebrity genes, cherry blossoms have thus become a highly sought after big IP, a variety of derivative products about cherry blossoms emerge in an endless stream, one after another. Yogurt accurately perceives the great value of cherry blossom IP and launches cherry blossom plum flavor at the right time. Unlike the cherry blossom products on the market, which mainly use color to make a fuss, yogurt gives the product the ultimate consumer experience from multiple dimensions of taste and packaging.
Innovative and upgraded tastes
The new product of "cherry blossom plum flavor" has been innovatively upgraded in taste, and the floral fragrance of cherry blossoms, with a faint sour taste of plum, this mixture of sour and sweet taste, is very tempting for young people who "pursue taste first".
Quadratic packaging
In addition to focusing on product taste innovation and enhancing the taste, yogurt "spring cherry blossom season limited" also "blushed". The packaging color has been changed from the iconic green to the pink of the cherry blossoms, which is very suitable for the situation and can bring consumers a comfortable and warm feeling.
The bottle pattern design of "Spring Cherry Blossom Season Limited" is also very careful, using a beautiful Japanese manga style to present the spring cherry blossom viewing scenery, and the two-dimensional virtual brand spokesperson Xiaoyou also appears on the product packaging, through the Xiaoyou IP empowerment, continue to establish a brand with temperature, bringing about the upgrading of the consumer experience.
Create a high-value CP
In addition, yogurt also creates the packaging of the original classic product as a two-dimensional cherry blossom packaging, which is combined with this two-dimensional cherry blossom packaging "cherry blossom green plum flavor" to form a face value cp.
Two high-taste, high-value seasonal limited, pink with green, reflect the feeling of spring, giving the product the ultimate experience from the inside out, with great potential for Internet celebrities.
Occupy the cherry blossom season to help brands seize market opportunities
In addition to bringing the ultimate consumer experience at the product level, yogurt has also further deepened the emotional connection between the brand and cherry blossoms through a series of emotional marketing.
The first is that yogurt will create a "small you warm house" that gathers warmth in the winter of 2020, and once again from the two-dimensional world to reality. "Little You warm house" adopts cherry blossom theme decoration, which sets off the atmosphere of the spring cherry blossom season, so that the majority of young users can feel the romantic emotions of the brand.
In addition, yogurt has also created a series of yogurt cherry blossom peripheral products, using a variety of objects familiar to young people, including a handbook, postcard, water pen, tape, sticker "Sakura You blush hand account gift box", one can put cherry blossoms, farmers and small you all into the pocket, record the beautiful moments of life.
It is worth mentioning that yogurt also created a sunny umbrella that blooms in the water, and a cherry blossom cup that changes color when feeling the temperature... These spring cherry blossoms limit the surrounding area to make this product topic sense and freshness at the same time, and are called cherry blossom season tides by the majority of netizens.
Yogurt launched the "Spring Cherry Season Limited" this time, leveraging seasonal trend elements, exploring new growth points in spring, and further establishing a differentiated competitive advantage, which is bound to help it seize the market in 2021.
Deep ploughing topic "yogurt blushed" online and offline all-round out of the circle
Yogurt yogurt through deep ploughing brand spring marketing, continuous innovation and upgrading, occupy the cherry blossom season, to its products put the halo of cherry blossoms.
In order to deeply interact with young consumers, brand spokesperson Chen Linong personally Madeuri this new product, and once again returned to the cherry blossom-themed small warm house to explore the store, and the spring atmosphere group had a romantic blush encounter, triggering consumers to watch and discuss, and went to the offline interactive punching trend.
Online, yogurt focuses on the communication theme of "yogurt blushes", and works with spokesperson Chen Linong to communicate with consumers on social platforms.
Driven by Chen Linong, related topics #Chen Linong drank yogurt blushed#, #yogurt blushed#, harvested extremely high traffic, topic reading volume of up to 328 million, discussion volume of 837,000.
Through the communication of the form and content that young people like, yogurt has established a stronger emotional link with young people, further pulled the communication distance with young people, and continued to lead the trend of rejuvenation while consolidating the industry status of yogurt as a national tide drinking brand.
brief summary
Over the past 24 years, as the pioneer of China's milk drink market, yogurt has continued to innovate and upgrade its brand, showing its brand's continuous innovation, strong brand power and unique trend power, and has become a "national tide drink" in the hearts of consumers.
In the creation of this "Spring Cherry Blossom Season Limited", yogurt has once again demonstrated the power of leading the trend and made an excellent industry demonstration for the young marketing of food and beverage brands. Next, yogurt, a big brand of 10 billion, will also bring those surprises to Chinese young people, let us wait and see.