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MENGNIU BRING THE PURITY BACK

純甄

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    MENGNIU BRING THE PURITY BACK Mengniu Chun Zhen

    Case Study

  • CHALLENGE
  • INSIGHT
  • SOLUTIONS
  • FAMOUSLY EFFECTIVE
  • OVERVIEW

    "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.

  • Industry:
    Food
  • Services:
    Advertising
  • Channels:
    Social Media
  • Office:
    Grey Beijing
  • THE CHALLENGE

    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.

     

    THE REALIZATION

    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 SOLUTION

    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.

     

    View All Solutions

    FAMOUSLY EFFECTIVE

    To create greater impact, we held a grand tasting event - over 10,000 people across 10 cities tasted that pure flavour in a day, breaking the Guinness World Records.

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