Text: Huang Mengting
Edited by Yang Lin
The world's top events are an opportunity for brands to raise their voices, and it is also a good time to export brand culture and value.
Looking back on the past year, Mengniu continued to be strong in the field of sports. Since the Qatar World Cup at the end of last year, Mengniu's annual sports marketing spans the men's and women's World Cups, the NBA, Messi's trip to China, ......Sports culture has evolved into an important language for Mengniu to communicate with consumers around the world.
From the Qatar World Cup to the Women's World Cup, Mengniu has been with top tournament IPs
The 2022 Qatar World Cup not only proves the super strength and commercial value of Messi and Mbappe, but also once again confirms Mengniu's unique vision for the choice of sports spokespersons. On the night of the World Cup final, Mengniu became the big winner of World Cup marketing, and Messi Mbappe Mengniu loves the topic of who is more, cleverly turning the spokesperson topic into more interesting social interaction, which drove the interest of the whole network to participate in the final.
Mengniu creates social topics and collects strong attributes of sports to release value through the best IP of top sports events, and has always implemented it with a strong spirit in this process.
For example, when Messi and Argentina won the championship, they congratulated them with a miracle of being strongFor Mbappe, the copywriting of "Dream is not extinguished, it must be stronger, and see you in the next four years" is encouraged, and the customized poster copy reflects Mengniu's strong link with different sports groups such as sports, spokespersons, and fans, and truly combines the brand spirit with the strong behind the sports.
As the global official sponsor of the Qatar World Cup, Mengniu is not only an outstanding spokesperson in the World Cup, but also a generous joke in the interaction with netizens.
I believe everyone remembers the incident of Mengniu Chinese billboard on the side of the training ground being reversed by the staff, and then Mengniu also responded to this incident on the official Weibo, and with the poster of "just score, anyway, Duniu", the attention of netizens was drawn to their own World Cup activities.
Also in this year's 2023 FIFA Women's World Cup, Mengniu accompanied the growth of the Chinese women's football team with a long-term attitude. Mengniu is not only the official global sponsor of the 2023 FIFA Women's World Cup, but also the sponsor of the Chinese women's football team, continuing the spirit of happiness and strength to support women's breakthroughs in the field of sports.
During the Women's World Cup, Mengniu released a series of sideline advertising slogans with the theme of "Every One is Stronger Than This", and during the game, a series of sideline advertising slogans such as "Women's Football Team, More Than This", "More Than This, Will Eventually Arrive", paid tribute to the unyielding spirit of the Chinese women's football team, and expressed the belief that the Chinese women's football team will advance and retreat together.
The road to the strength of the Chinese women's football team will move forward firmly in the next goal, and Mengniu will implement love and companionship into the spirit of women's football, which is Mengniu's long-term belief.
Sports, like nutrition, can bring health and happiness to people. Throughout the year, Mengniu has always walked with the IP of top competitions, especially in the summer of 2023, Mengniu has set off a youth storm in the field of sports.
Continuing the potential energy of sports marketing, Mengniu ignited a youth storm this summer
Mengniu's strong moment continues in sports.
This summer, Mengniu teamed up with the NBA Finals to create a youthful sports marketing. As the official partner of NBA China, Mengniu does not directly tell the inspirational stories of big-name NBA stars, but starts with the basketball stories of ordinary people and releases a youthful advertising film full of youth "Life is Hot Because of You".
The film tells the story of people of different professions, ages, and backgrounds meeting and preparing for basketball games because of basketball, integrating the star's passionate quotations and explosive dialogues, and then using the New Pants Band's Life is Hot Because of You as the soundtrackCombining the heat on the court with the enthusiastic attitude of real fans, this is an emotional marketing that can infect basketball fans.
Also starting with the emotional insight of fans, Mengniu also completed an event planning closely related to fans during Messi's China trip this year, with the topic of "We are all Messi tonight", and gave away 40 tickets to the Gongti Invitational Tournament in the first way to give back to the fans' support and love for Messi.
Always pay attention to the changes in young people's interest in sports, combined with the current hot mood of the times, Mengniu has completed its marketing potential in the field of sports again and again, and even turned sports into brand assets.
In addition to the youth storm ignited at the level of sports marketing, at the moment of sports craze and the improvement of national nutrition awareness, Mengniu has launched a professional sports nutrition product from the product level - Maisheng, which takes into account the efficacy and taste, the characteristics of low sugar, low fat and low lactose, plus the effect of protecting bone health, to help Chinese sports people improve their exercise ability and health level.
At present, Maisheng has become a partner of Chaigu Downs, and is also the designated sports nutrition product for a number of professional sports events such as marathons and cross-country races. In addition, the holding of the Mengniu Maisheng Cup ** Football Championship has also contributed to the development of grassroots football in China.
Looking at Mengniu's various actions in the field of sports, we also have reason to believe that Mengniu will continue to pass on the health and happiness contained in milk and sports to the younger generation of consumers in the future.
Using sports as the language of international communication, Mengniu brings Chinese stories to the world
In the past year, Mengniu has always cultivated every person who loves sports with a little bit of nutrition, and truly contributed to the sustainable development of China's sports industry.
Over the years, Mengniu's support for Chinese football and sports has not only been in international competitions, but also in youth training, Mengniu has also used nutrition to help young people grow up healthily and lead Chinese youth to the international stage.
From the Qatar World Cup to the 2023 Women's World Cup, Mengniu has selected talented young footballers from Mengniu Youth Football Summer Camp to participate in the World Cup. Especially in the Qatar World Cup, in addition to watching the game on site, the young players also played friendly matches with the local youth football team in Qatar, and demonstrated the traditional Chinese Keju sport on the spot, showing the Chinese football culture to the world.
From Mengniu football public welfare activities to the scene of the Women's World Cup.
Today, Mengniu's football public welfare action is still continuing. May 2023, Let's Kick Football!2023 Hope Project Mengniu Youth Football Public Welfare Launched, Mengniu once again launched a public welfare cooperation with the China Youth Foundation, and selected a total of 400 football teenagers from the national group of 9-16 year old students to participate in the summer camp, so that they can continue to provide assistance for Chinese teenagers to pursue their dreams after receiving training guidance from the Chinese national women's football team and professional football coaches.
Taking public welfare as the starting point, from nutritious milk to youth football, from the campus to the World Cup, Mengniu is fully integrating the brand's sports genes and nutritional energy, and continues to make the dreams of more football teenagers come true.
This year, Mengniu announced the renewal of the 2026, 2030 FIFA World Cup and 2027 FIFA Women's World Cup as the global official sponsor, with the mission of "Nutrition and Blooming Every Life".
It is worth mentioning that 2030 coincides with the centenary of the birth of the World Cup, and in this historic node, Mengniu will celebrate the centennial ceremony with FIFA, and Mengniu, which has embarked on a new journey of brand internationalization, will continue to use sports as an international communication language on the stage of the World Cup and other top events, contributing Chinese wisdom and telling Chinese stories.