"Chun Zhen" is a new brand launched by MengNiu. As MengNiu's second brand entering the yogurt category, how could we raise brand awareness and preference? Our campaign's core idea "Bring Purity Back", which hope to demonstrate that drinking MengNiu Yogurt brings you back to your childhood.
Today, Chinese consumers are tired of the food scandals, while Chun Zhen was the second brand to enter this category, so consumer awareness had to be raised rapidly.
As "Chun Zhen" is such an innovative product with "no addictives", we wanted people to recall something as pure as the yoghurt - remembering the purity of waking up every morning to drink fresh yogurt as a child.
The idea: "Bring Purity Back". We launched a TVC demonstrating that drinking MengNiu Yogurt brings you back to your childhood. During Chinese New Year in 2015, we further engaged consumers at home, three online videos were launched to tell touching stories. As an incentive, we also designed 12 nostalgic patterns on milk bottles and delievered them as gifts.