Meng Niu Dairy: Fruity, 1

Advertising Agency: LeoBurnett/w&k Beijing China
Creative Directors: Chris yan
Art Directors: Lillian Mao
Copywriter: Sky Han
Illustrator: Lillian Mao
Published: January 2009

Challenge:
Mengniu is one of the biggest dairy products corporations in China. In 2009 the corporation sets a new product: fruit& vegetable yoghourt. The most special character of this product is that milk, fruit, and vegetable are all confected into the yoghourt which is not only tasting like fruit, but containing a lot of nutrition coming from milk and vegetable. How to let more and more youngsters accept the yoghourt in the fiercely competitive market of China?

Strategy:
Communicate to China’s youngsters with their own language and attitude. Youngsters in 20s have plenty interests. They do not focus themselves in one thing and even have more than one status. Their dressing style is mix & match. They eat Chinese food and love western food also. They like comic dialogue and listen to the R&B. They use ipod while playing PSP. They change folk to rock, make characters to doodles. Those are their diversity of lives which would catch up every interesting thing except dullness. The attitude is just like the new product of Mengniu wants to show. Mix milk, fruit, and vegetable. Every good thing is what they want. Use pictorial method, show the mix& match attitude of youngsters, and arouse their feedback.

Results:
After a series communication campaigns, the yoghourt’s sales volume quickly increases to 385%. In only half a year, its sales volume is near 800milian RMB/month.

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5 comments

yctham's picture
yctham
182 pencils

Ordinary concept. I like the character design anyway.

rolling.stone's picture
rolling.stone
2740 pencils

Illustrations are cool.

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~ Quite obviously, I have gathered no moss ! ~

Guest's picture
Guest

I love the copy.so funny and cool

dearabby's picture
dearabby
108 pencils

It kind of creeps me out a little, lol. But then again, I'm not the target market. When they can show increased profit sales figures like those, they're obviously doing something right!

I dream of a day when chickens will be able to cross the road without being questioned regarding their intentions.

BomBank's picture
BomBank
3 pencils

I'm pretty sure the art director or the whole ideas came from Taiwan staff, what makes ads funny and impressed is, it can concentrate the local culture into 30 seconds, and mekes you knowing that what they try to appeal, but for this ad, there's no new ideas, from copywrite to character, everything in this ad is reprocess of old idea and don't even bother to renew it, whole concept from 85~95 of Taiwan.

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