银鹭特浓 YINLU

老牌国民饮料焕新增长之旅 Veteran National Drink Rejuvenation Growth Tour
银鹭特浓 YINLU

银鹭特浓


老牌国民饮料焕新增长之旅

 

银鹭食品集团是国内饮料领头企业,自2011年加入雀巢集团以来,进行了一系列战略升级。

 

银鹭特浓花生牛奶希望通过捆绑全家共享的早餐场景,对标年轻妈妈,为老品牌注入新内涵,并在稳住现有用户的同时,召回流失用户、吸引潜在用户,为品牌焕发新的增长动力。

 

“银鹭品牌的焕新之路,既要与老用户怀旧共情,更要与年轻消费者展望未来。”


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Ylab希望借特浓新品,建立潜在用户对银鹭花生牛奶的早餐认知;以家庭分享,营养补充为主要场景,紧密连接饮用场景与情感,传递特浓的爱,从早餐开始的品牌主张。此次传播中,银鹭爱的表达一如既往,焕新之后初心不改,而围绕00后代言人——陈飞宇和早餐场景的一系列创意传播更帮助消费者快速建立对银鹭品牌焕新的认知。

 

Ylab针对银鹭特浓花生牛奶所面临的问题,利用代言人为品牌赋能,从品牌TVC、品牌KV、促销礼袋、代言ID和电商促销360度打造圈粉行动。


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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.”


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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.


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