雀巢银鹭 十趣草堂 NESTEA YINLU

创造凉茶生活方式品牌 Breakout old herbal tea herbal tea category to change the way new
雀巢银鹭 十趣草堂 NESTEA YINLU

雀巢银鹭 十趣草堂


打造生活方式品牌突围凉茶老品类

从无到有孵化雀巢银鹭凉茶新生活方式品牌

 

银鹭是国内食品饮料的领头企业,2011年,百亿银鹭牵手百年雀巢,希望用全新的子品牌“十趣草堂”进军植物饮料市场。但是银鹭意识到饮料市场由产品主导,打造大单品需要品牌花费大量市场投入;与此同时面临主流凉茶市场的老化,银鹭如何才能将凉茶玩出新花样,引起年轻人的追捧,并实现新品牌的突围成为了挑战。

 

“打造生活方式品牌不是一句空话。既需要品牌建设的创新思维,也需要一步一个脚印地创意实现。”

 

从无到有,Ylab通过打造生活方式品牌的战略切入竞争激烈又面临老化的凉茶市场。不仅为客户提供了品牌建设的创新思维,也一步一个脚印地将创意实现。为此,Ylab深入解码并动态追踪了消费者需求变化及文化趋势,预见市场机会,在新时代新消费的浪潮中牢牢把握住品牌,并以与消费者有共鸣的方式来传达品牌。从用户需求、产品哲学、生活方案等360度打造生活方式品牌;从发展定位策略、品牌个性及沟通语言,到规划品牌整合营销传播策略、打造生活方式社区营销策略全链路实现品牌创新。


十趣草堂主视觉1.png十趣草堂主视觉2.png

十趣草堂主视觉3.png


 

Nestle Yinlu | New Brand 十趣草堂

Create a lifestyle brand to break through herbal tea “Red Sea”

Incubate a new lifestyle brand from 0 to 1


As one of the top 10 players in canned food and beverage industry of China, Yinlu Group recorded its 2018 sales of US$1.4 billion. In 2011, Yinlu joined hands with Nestlé to carry out brands’ vision to become a trustworthy leader in the food and beverage industry and an international brand that represents its Chinese origin. The group has undergone an evolution of rejuvenating its master brand as well as launching new brands. The development of the new herbal tea brand 十趣草堂 is a critical move for Yinlu to connect with young Chinese consumers.


The Chinese herbal tea category is worth US$1.4 billion. However, 十趣草堂 faced challenges in entering the market dominating by TOP 3 traditional herbal tea brands - 加多宝, 王老吉 and 和其正 . On top of that, the perception of herbal tea has been tied specifically with single functional benefit for many years. The category calls for meaningful brand innovation. To develop a new brand that represents the next generation of Chinese herbal tea will be challenging but a true game-changer when it does happen.


“Create a lifestyle brand is not empty words. It requires both strategic thinking about brand building and implementation of creative ideas.”


Starting from scratch, Ylab has entered into the herbal tea market with the fierce competition by building lifestyle brand. Ylab not only provides brand with innovative thinking for brand building, but also realizes the creativity step by step.


For this reason, ylab decodes and dynamically tracks the changes in consumer demands and cultural trends, foresees market opportunities, grasps the brand in the wave of new consumption in the new era, and communicates the brand in a way that resonates with consumers. 


As it requires holistic and forward-thinking market insights; dynamically tracking and in-depth decoding of consumer needs and cultural trends; the ability to foresees the market opportunity and anchor the brand on the right edge of next booming wave; last but not least, the capability to articulate and convey the brand in a resonating way. 


十趣草堂主视觉1.png

十趣草堂主视觉2.png

十趣草堂主视觉3.png