Recently, a new cross-border product of the post-80s childhood Wang fried brand is very popular on Xiaohongshu, and even attracts young people born in the 00s to take the initiative to look for it, but most of the post-80s think that this brand has long disappeared, but in fact, it not only did not disappear, but also launched a new product this year. Who is it?
People looking for ice cream in winter
Boss Qiu, who hasn't been in contact for a long time, asked me to help find the ice cream manufacturer in **.
This is an ice cream launched by Gao Lego, as a brand of childhood memories, it has actually been forgotten by most post-80s, but when I saw this **, it evoked my memories.
I thought that relying on my strong circle of friends resources, it would be easy to find this ice cream, but in today's developed information retrieval, I deeply feel a sense of powerlessness.
Almost on the mainstream search**, there is no news of it, and it can only be found on the grass planting platform Xiaohongshu.
Except for some Xiaohongshu bloggers who checked in this ice cream, the rest of the people are almost all asking if they can buy it, it seems that everyone is very interested in this ice cream like me, but I know that it is not only the taste of the ice cream that grabs their interest, but also the brand of Lego.
After several tosses, I finally found the source of this ice cream, which was produced by Shanghaojia (China)** commissioned by Suzhou Kemi Cool Food***, exclusively operated by Beijing Chaopi, and came out a few months ago.
Finally helped Boss Qiu dock, but the significance behind the emergence of Gao Lego ice cream is not only the birth of a new product on the market, but also allows us to see the charm of an old product and a brand that has been silent for a long time.
Childhood memories
Gao Lego, can be described as a classic brand of the post-80s and post-90s childhood, if milk tea is the life-sustaining artifact of modern young people, then Gao Lego is the popular drink of young people back then.
The reason why we can remember it is because of the taste and texture of the high Lego.
When milk and golgo are perfectly blended, the resulting rich cocoa flavor awakens our olfactory cells, and the taste buds are the biggest beneficiaries, and the sweet chocolate flavor of milk quickly energizes the body after a bite.
The reason why Gao Lego can become popular in the Chinese market is not only because of its ability to conquer the taste of the public, but also because of its magical marketing.
It's a solid drink in the form of a brew, but in his advertising slogan, it's like a functional drink with chicken blood.
The song is full of passionate magic, and even if you haven't heard it, you can feel the powerful power from its lyrics.
Drink it, and the footballer will win;Drinking it, swimmers shuttle through the water like a fish. Drinking it, the cyclist becomes the dominant man on the road;Drinking it, boxers are invincible. ”
The power of this advertisement is absolutely the advertising of all the current functional drinks, and it is as magical as the song of Honey Snow Ice City.
Behind this singing is the inseparable emotion of Lego and sports marketing.
In 1990, with the establishment of Gao Lego (Tianjin) Food, Gao Lego officially entered the Chinese market.
Samaranch, then president of the International Olympic Committee, cut the ribbon on the spot, and six years later, during the Atlanta Olympic Games, Gao Lego was named the designated nutrition product for the Chinese Olympic team by the Chinese Olympic Committee and the General Administration of National Training.
In 2008, Gao Lego became a special product for the Chinese gymnastics team.
Gao Lego, which is deeply bound to sports marketing, has indeed achieved good sales in the market, successfully entered the hearts of children, and even became a classic product for most of the post-80s and post-90s children.
With the development of the domestic beverage market, consumers are faced with more delicious and good-looking beverage brands, and Gao Lego is also facing severe challenges.
Disappear it
In 2015, Tianjin Gao Lego Food*** was acquired by Liwayway, a Filipino food company that owns the Shanghaojia brand.
The overall team in China is classified as a good one, that is, from this moment on, Gao Lego rarely advertises anymore.
At this time, the heavy consumer group of Gao Lego has entered the society, and with the development of China's milk tea industry, the taste of Gao Lego has gradually faded.
But fade away, and it means forgetting, although Gao Lego disappeared in the advertising world, but definitely did not disappear in the terminal market, and even **, Gao Lego still has good sales.
In JD.com's self-operated zone, the sales of the classic high Lego chocolate flavor have reached more than 200,000.
However, this is still difficult to hide the decline of Golego, after all, brewed drinks such as Golego and Xiangpiaopiao have long lost their original competitiveness in the long river of market development.
But from the perspective of brand influence, Gao Lego still has a strong consumer base.
Our group of post-80s and post-90s generations who grew up still have a strong emotion for Gao Lego.
Therefore, when the high Lego ice cream appeared on the market, a large group of consumers who paid for their feelings appeared on social **, asking around how to buy.
This is the vitality of the Lego brand.
High Lego is back
While there is less and less demand for hedge blends, for Colego consumers, the cocoa flavor is a memory that will never be erased.
And Lego, which throws away the shackles of solid beverages, also has a wider room for expansion.
Entering the snack food category seems to be the best destination for Golego, and it is also the best route for it to start anew.
Today, Gao Lego has returned to the public eye through three categories: brewing, candy and baking.
Cocoa Grain Oatmeal Crisp, Cocoa Soft Heart Cookies, Sandwich Soufflé (Cocoa Flavour), Cocoa Shaqima, Cocoa Funny Cookies, Belgian Cookies, Cocoa Sandwich Biscuits, Crispy Melise, Cookie Milk Chocolate, Cocoa Nougat, and Cocoa and Shanghao Jia co-branded gummies.
When these products appeared in the field of vision of consumers one by one, the eyes of this group of mature post-80s generations gradually shone up, and Gao Lego returned to the public eye as a snack food.
From these new products, we can see that this time Gao Lego has captured the focus of its brand, which is cocoa flavor.
This is the core competitiveness of Gao Lego, and it is also the reason why consumers are attracted to Gao Lego, and no one can refuse the fragrant cocoa flavor.
Familiar old friends are back, and the appearance of Lego ice cream is a test of the brand to consumers, and it was suddenly found that Lego, which has been missing offline channels for many years, has not been forgotten by consumers, and even when a snack food is launched, consumers' eyes are full of surprises.
From 1995 to 2023, the ups and downs of the Chinese market, witnessed the highlight moment of China's economic development, experienced the glory of the development of the Chinese beverage market, and accepted the helplessness of withdrawing from the mainstream channel, but today Gao Lego is back in the public eye, only this time, it has a richer product.
It will also harvest more consumers.
Relying on new products and returning to the offline market will be the main task of Golego in 2024.