Yinlu nutritious breakfast peanut milk
Drive growth by focusing on breakfast occasion
Yinlu peanut milk is considered to be a casual milk beverage, which consumers drink mainly in casual occasions. In order to create new growth opportunity, Yinlu launched a nutritious breakfast peanut milk, targeting family breakfast scene. From the research, Ylab found that the main decision maker is young mothers. Hence, how could a “new” product from an “old” brand attract these new generation of consumers?
Yinlu “Plan of Four New”
“New product, new sympathize, new group of people, new scene.”
Ylab helped Yinlu to make the “Plan of Four New”. Ylab hoped to build the potential users’ perception of nutritious breakfast peanut milk by leveraging its new product. Ylab tried to connect the emotion and scene to communicate the view of “rich love, starting from breakfast” by the family sharing, nutrition supplement, and launched the “little fresh meat” project and hired Chenfeiyu as brand’s ambassador to attract young mother.