In the communication context of brand CNY marketing, it seems that it is inevitable to extend the communication content around elements such as "jubilation" and "reunion".
But the public's mood in response to the Spring Festival is undergoing subtle changes:
Life in a fast-paced era is full of uncertainties and stressful challenges, and at this critical moment of the Spring Festival, which symbolizes "saying goodbye to the old and welcoming the new", most people will inevitably feel dazed and anxious in their hearts.
One proof is that in addition to the pursuit of New Year's flavor, social media such as "Spring Festival Self-help Manual", "Spring Festival Survival Guide for Low-Energy People", "High-quality Spring Festival Solitary Record" and other content that can maintain physical and mental health during the Chinese New Year and take care of self-healing are becoming a new trend and hot topic.
Rational scrutiny of the Spring Festival and self is becoming the norm and a unique national psychological outlook. More and more people are beginning to focus on their own needs, regain the "beauty of the neighborhood", and try to experience this grand festival with a more peaceful and indifferent mind.
Jin Mailang Liangbaikai, the pioneer of the cooked water category, has insight into this psychological change, and in the happy Spring Festival marketing atmosphere, he has reversed to convey an attitude of "living in the moment" to the public
"New Year's Day is all about living. Healthy, open up the ordinary days. ”
Based on this, Jinmailang Liangbai Kai broke through the narrative convention and proposed a differentiated marketing theme of "as long as the heart is open, health will come naturally". Focusing on the perspectives of "physical and mental healing" and "focusing on health", we hope to add a sense of certainty to people's inner uncertainties, and bring a gentle force that allows people to stay healthy and move forward.
Jinmailang Liangbai Kai joined hands with Xinshi Xiang to invite the oldest actress grandmother, Wu Yanshu, to release a New Year's blessing called "As long as the heart is open, health will come naturally", with the open-minded life wisdom of Wu Yanshu's grandmother in the past 86 years, "ordinary days are open", conveying the brand values of warmth and health.
Jinmailang.
The Spring Festival has always been the main battlefield for brand product innovation and value transmission. But behind the dense jubilant brands are consumers who are gradually desensitized to marketing.
During the Spring Festival, there are often bottled water brands that focus on pure and healthy strategies and design themed activities with a festive atmosphere. However, this homogeneous expression of "joy" and "health" lacks uniqueness in product marketing and brand resonance.
In addition to the conventional Spring Festival narrative, how brands can find anchors that deeply link public emotions and release marketing tension has become a difficult but necessary question.
In 2024, through the shallow emotions of the public's "happy New Year", Jinmailang Liangbai Kai will gain insight into the deeper emotional value needs of "longing for certainty", and express the blessings for the public's health in the new year with a warm and healthy differentiated brand image and "open" value proposition.
In the online New Year's health blockbuster "As long as the heart is open, health will come naturally", Grandma Wu Yanshu told the brand philosophy of "opening up ordinary days", and wished everyone an open and inclusive attitude to face the new year.
So, what is "ordinary days are open"?
In TVC, Grandma Wu Yanshu with her open-minded perspective of experiencing the vicissitudes of time and being well versed in the changes of the world, affectionately retraced her 86 years of time, telling everyone: Instead of worrying about the uncontrollable future, it is better to open your heart and grasp the healthy present. "Ordinary days are open" is to accept and spend every day leisurely with a healthy and unhurried "open" attitude.
Jinmailang.
In 86 years, along the way, you will find that in the end, what can stay by your side is health." Grandma Wu Yanshu used 86 years of experience and life wisdom to inspire today, and unconsciously gave the audience a down-to-earth, gentle and reassuring strength to move forward.
Jinmailang.
Based on the TVC content, Jinmailang Liangbai Kai also extended the creation of a group of New Year's posters. Relying on the delicate and warm moments in life, the poster vividly depicts people's enthusiastic pursuit of a healthy lifestyle, the deep attachment to the happy time of family reunion, and the positive vision of a hopeful future prospects. Through this series of posters, the brand subtly conveys the wisdom of life that embraces ordinary life and calmly copes with daily life - "Ordinary days are open".
Jinmailang.
Many people praised that Wu Yanshu's grandmother's participation not only added a warm and deep humanistic color to Jinmailang Liangbai Kai TVC, but also inspired the audience to have a deep understanding of the nature and attitude of life. For every independent living individual, being able to have a healthy body and a plain and quiet life is the most true and profound understanding and experience of happiness.
Weibo netizens commented.
This relaxed attitude of "the coexistence of lively and bland, jubilant and healthy communion" is the core of Jinmailang Liangbaikai's efforts
"The year is a warm and reunion. Life is dull and healthy. ”
Focusing on the theme of "open", the Jinmailang brand has launched a variety of interactive activities on multiple online platforms, and advocated consumers to start a new chapter in the new year with a healthy physical state and a calm and unhurried "open" attitude to life, so as to demonstrate that Liangbai Kai brings not only physical nourishment, but also the warm power of life.
On Weibo, Jinmailang Liangbai developed the topic of "Cooked Water Cool White Open Healthy Open Open", which made many netizens gradually "open" their hearts and accept a healthier and more positive attitude towards life. Under the topic, some people want to use Liangbai Kai to restart a healthy life in the new year, some people recall the Liangbai Kai that their mother wants to drink when they are "chasing and fighting" in their memory, and some people realize the preciousness of the word "ordinary" from Liangbaikai.
Weibo netizens commented.
Up to now, the total number of views of the topic has exceeded 200 million. The different perspectives of UGC content and the way of opening up new life have formed a positive energy trend of pursuing a healthy lifestyle on Weibo, which has effectively promoted the social influence and product awareness of Jinmailang Liangshui Liangbai Kai brand.
On the Douyin side, Jinmailang Liangbai has developed the 2024 I want to open a topic challenge. By sharing their beautiful expectations and practical actions for the New Year's life, many netizens showed a comprehensive "opening" from the soul to the lifestyle, embracing every energetic day, and making happiness and health the main theme of 2024.
Under the influence of the topic competition, more netizens launched creative imagination around the word "open", "the real way to open the Spring Festival", "start the new year in a different way", "open the energy state of the Spring Festival" and other content, presenting a variety of different dimensions of healthy life opening methods.
Blogger Mrs. @b shared the difficulties of the staff behind Harbin Ice and Snow World, and encouraged everyone to broaden their horizons and open their minds in the new year; @康康和爷爷则带着凉白开, took to the streets to start a different New Year; @大c出走记则说走就走, encourage everyone to remember to open the door to a new world in the new year. No matter what kind of way you use to open a new life, Jinmailang Liangbai Kai is a nourishing, warm and comfortable companion, hoping to integrate into everyone's daily life.
2024 I want to open the Topic Challenge**The number of ** has exceeded 1400 million. While celebrating the Spring Festival, we encourage everyone to actively participate in and share their unique insights on healthy living and spiritual growth, so as to convey a healthy, peaceful and joyful attitude towards life. This can not only bring positive content precipitation and brand favorability to Jinmailang Liangbaikai, but also deeply implant the life philosophy of "ordinary days are open" advocated by the brand into the hearts of the public.
1. "Open" the innovation pattern of the industry and solve the problem with the logic of "opening".
In 2016, Jinmailang took the lead in launching bottled cooked water products - "Liangbai Kai", becoming a pioneer and innovator in the cooked water category.
As early as the early stage of category development, Jinmailang captured the growing demand of consumers for safe and healthy drinking water, and successfully introduced the drinking water proposition of "drinking cooked water instead of raw water", thus opening up a new segment in the fiercely competitive bottled water market.
In terms of Spring Festival marketing, Jinmailang Liangbai Kai continues the innovative gene of this pattern of "opening".
In the Spring Festival marketing strategies that are competing to promote "lively" and "healthy", the actual expression of the brand often seems to be the same, lacking differentiated brand characteristics.
Jinmailang Liangbai chose to solve the problem with "open" logic in addition to "health".
"Open" means a state of mind that is open and transparent. "Open" is the cause of health, and health is the result of "open". This concept has been interpreted by Grandma Wu Yanshu, and it is extremely contagious and convincing for people who are eager for health and a harmonious life.
The concept of "opening" is not only the satisfaction of the product's health function appeal, but also the innovation and upgrading of the brand concept. Through the differentiated "open" strategy, Jinmailang Liangbai Kai meets the dual pursuit of consumers' emotional connection and quality life during the festival, and opens up a new pattern of Spring Festival marketing of drinking water brands.
2. "Open" the good fortune of the New Year and inherit the beauty of Chinese tradition
Jinmailang has always stimulated innovative imagination with an open and inclusive attitude, integrated traditional wisdom into modern consumption scenarios and communication strategies, and inherited and carried forward the profound connotation and aesthetic value of Chinese culture in a vivid and creative form.
As early as the beginning of 2023, Jinmailang Liangbai Kai cooperated with Pan Hu, a well-known domestic designer, to take "Liangbai Kai Red" as the core creative element, and skillfully integrate Chinese cultural heritage into all aspects of brand promotion. This design strategy has realized the in-depth excavation and inheritance of the connotation of Chinese aesthetics, and effectively promoted its promotion and dissemination in the context of modern marketing.
In this Spring Festival, Jinmailang Liangbai Kai uses traditional Chinese festival elements such as couplets, window flowers and red envelopes to carefully design a series of peripherals for the Year of the Dragon, highlighting a strong New Year's atmosphere, and taking this opportunity to wish everyone good luck and "open", leading the public to feel the strong Chinese cultural atmosphere and open the new year with an open mind.
Jinmailang 2024 Spring Festival window flowers; Jinmailang.
Then, on the fifth day of the Lunar Year of the Dragon, the traditional day of welcoming the God of Wealth, Jin Mailang took the opportunity to release a healthy New Year's blessing full of Chinese charm and auspicious and festive atmosphere**. Focusing on the theme of "open", I wish you all "today's victory", "today's salary first", "today's blossoming and fruition", "today's billions of enjoyment", and good luck in the new year.
No. @ Jinmailang drink.
Through a series of New Year's blessings full of the beautiful meaning of the New Year, Jinmailang Liangbai Kai once again completed an effective dialogue with the public about the beauty of Chinese tradition.
Whether it is the visual presentation of the product, the creative content of the New Year's flavor or the emotional resonance of the public, this brand communication strategy that combines tradition and modernity maintains a high degree of unity and continuity with the Chinese aesthetic value output concept that the brand has long adhered to, and undoubtedly makes the brand image of Jinmailang Liangbai more three-dimensional and distinct.
3. Play the "open" philosophy of life to stimulate deep emotional resonance
In the Spring Festival marketing of Jinmailang, the "open" philosophy of life runs through and is refined into a super symbol rich in symbolic significance. This philosophy not only means the creation of the industry pattern, but also represents the innovation of Spring Festival marketing, and also implies an open, inclusive and positive pursuit of the people's attitude towards life and lifestyle.
In an era when people are being dragged forward, consumers will feel a different kind of peace of mind and comfort when brands deliver more positive and hopeful content.
With her life experience and simple life philosophy, Grandma Wu Yanshu reminds everyone that health is not only the pursuit of physiology, but also the open-mindedness and inner peace of mind.
It is an ability to be optimistic, but also an ability to perceive the beauty of life keenly. A happy life is not only the achievement of opening and closing, but also the warmth of a homely meal, a conversation between friends, and the moisture and comfort brought by a cup of cold white water, all of which are ordinary and precious moments.
No matter how the times change, people always have to return to their hearts and learn to extract a trace of sweetness in their ordinary lives.
This unique understanding of happiness not only hits the emotional pain points of the public, but also carries a value concept that is deeply rooted in the hearts of the people and full of positive connotations, so that brands and consumers have formed a deep emotional connection and resonance on the road of pursuing a healthy life.
For the brand, the "open" life philosophy is precipitated into the unique brand philosophy of Jinmailang, which makes the warm and healthy mind of the product penetrate layer by layer, and transform it into the internal driving force and spiritual identity of the brand. In the future, it is believed that Jinmailang's "open" philosophy of life will be transformed into a long-term brand story preface.
The highest level of recognition of the brand is the recognition of values.
Through its value proposition of "as long as the heart is open, health and nature come", Jinmailang Liangbai Kai has brought a differentiated Spring Festival marketing experience to the public and redefined the pattern of Spring Festival marketing.
From the wisdom of life of "opening up ordinary days", to the brand proposition of "as long as the heart is open, health will come naturally", and then to the creative elements and visual presentation of the New Year, a series of actions of Jinmailang Liangbai Kai's Spring Festival marketing interpret the differentiated brand values of living in the present, opening up the body and mind, and pursuing health and peace.
This kind of positive values can not only soothe and relieve the anxiety of contemporary people, add a certainty for people to continue to move forward, but also condense into an uninterrupted spiritual call, demonstrating the endless value appeal in the modern lifestyle.
This is the marketing that is deeply rooted in the hearts of the people: in addition to earning a "good mouth", the spiritual recognition and brand empathy brought by the resonance of values are the key to the long-term development of the brand.
This article is original by FBIF Food & Beverage Innovation, author: Gloria, editor: Bobo, **Please contact for authorization.