雀巢茶萃 Nestea

打造10亿级新一代茶饮品牌 打造10亿级新一代茶饮品牌
雀巢茶萃 Nestea

雀巢茶萃


       2020年,雀巢进入中国市场,带来了“品尝雀巢的清新之美”的全球战略。“中国茶叶市场的竞争非常激烈,竞争对手每年在市场上的投入都超过了1亿元,一个新品牌如何能在第一年就达到5亿元的销售目标呢?”关键在于吸引Z一代的年轻消费者。

     为了深入了解Z一代,我们进行了深入的定性研究来解读他们的人生价值观。我们发现,在一个迅速变化的社会,工作与灵活,创业精神是理想的。Z一代不仅见证了快速增长的机遇,也见证了快速崩盘的危险。Z一代是在中国经济快速发展的过程中成长起来的,他们聪明、有竞争力,对个人抱有很高的期望。然而,在离开大学进入现实世界时,许多人觉得自己的理想主义期望与当今的现实不符,给这些年轻人带来了困惑和焦虑。我们把这一代人的主要矛盾定义为:“我想成为什么”和“我能做什么”之间的差距。

        雀巢茶萃希望让Z一代能够毫无恐惧和犹豫地一头扎进社会。雀巢茶萃独特的口味“混合均匀,味道独特”,倡导一种全新的品牌态度,赋予这些年轻的创造者、探索者和创新者:敢于挑战,敢于脱颖而出。

    在创意方面,我们不仅需要创造一种尊重Nestea品牌资产的品牌语言,还要吸引新一代的“酷”。我们写了一首饶舌歌和一部短片,展示年轻人在街舞、篮球和街舞方面“敢于挑战”的天赋;2020年夏天,雀巢茶萃成为中国最酷的真人秀《这,就是街舞》的顶级赞助商,点燃了我们的品牌。


      中国即饮茶早已进入红海市场,品类内新老品牌竞争激烈,品类外新型茶饮风头正劲。
18-24岁的95后消费者越来越难取悦:多元小众品牌不断出现,致使消费者口味多变;跨界营销、产品创新、新式玩法不断迭代,95后消费者high点高。
      在即饮茶业务阔别中国内地市场8年后,卷土重来的“Nestea雀巢茶萃”已失去了市场话语权。
要重新击中95后年轻消费者心智,我们面临几大挑战:
      相较于在内地市场耕耘已久的品牌,雀巢茶萃如何能够更了解95后年轻消费者,如何击中他们内心?
      作为一个后来者,如何与竞品区分,完成自己的品牌定位?什么是雀巢茶萃可以own的品牌定位?
      雀巢如何用更年轻、更本土化的创意进入95后年轻消费者视野?以王者归来的姿态重新在内地即饮茶市场占据一席之地?
经过缜密的分析,老练的洞察,精准的定位,我们用策略奠定品牌战略,用创意输出品牌态度。
      一条创意TVC:透过说唱、街舞、篮球等潮流文化,借助极具创意的CG手法与动态杂讯效果制作的TVC在消费者心中留下深刻视觉记忆。
      一句态度slogan:95后们态度分明,“敢”和世界硬“碰”硬。因此雀巢茶萃奠定了创造者与探索者的品牌原型,推出品牌slogan“敢碰敢出味”。
      一次综艺IP合作:当潮流变为主流,当年轻占领世界,雀巢茶萃陪着年轻人用潮酷的舞蹈对抗世界,喊出“无惧battle,凭我solo”!

     我们还赞助了今年夏天最受欢迎的真人秀节目《这,就是街舞》,因为Nestea的“敢于挑战,敢于脱颖而出”的态度与参赛者的态度完全一致。得益于这股热潮,雀巢茶萃已经成为Z一代的时尚饮品。

      

      今年夏天过半,雀巢茶萃的销售额已接近3亿元人民币。

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Nestea


      Nestea entered the Chinese market in 2020, bringing their global strategy of “taste the refreshing goodness of Nestea.” Competition in the Chinese tea market is extremely fierce, and competitors spend upwards of a hundred million on marketing each year, so how can a new brand achieve a sales target of 500 million RMB in the first year? The key lies in attracting young consumers in Generation Z.

     To gain insight into Gen Z, we conducted in depth qualitative research to decode their life values. We found that in a rapidly changing society, working with a flexible, entrepreneurial spirit is ideal. Gen Z has witnessed not only the opportunity of fast growth, but also the dangers of quick crashes. As Gen Z grew up during China’s rapid economic development, they are intelligent, competitive, and set high personal expectations. However, upon leaving University and entering the real world, many feel that their idealistic expectations do not match with today’s reality, bringing confusion and anxiety to these young citizens. We define the key tension for this generation as: The gap between “what I want to be” VS “what I can do”.

    Nestea wants to empower Gen Z to jump headfirst into society, without fears or hesitations. 

    Nestea’s unique flavoring "smoothly blended ingredients, each distinctively delicious" advocates a new brand attitude to empower these young creators, explorers, and innovators: Dare to challenge, dare to stand out.    

    On the creative side, we need to not only create a branding language that respects Nestea’s brand assets, but also appeals to the “coolness” of the new generation. We wrote a rap and a short film showcasing young talents "daring to challenge" in street dance, basketball, and hip-hop; Nestle also became a top sponsor of China’s coolest reality show “Street Dance of China,” to ignite our brand in the summer of 2020.


   China’s ready-to-drink tea market is saturated and competition is fierce between established brands. However new tea products are gaining momentum.

    Consumers in the 18-24 age bracket are getting more and more difficult to please. The emergence of small niche brands has effected a change in consumer tastes, and cross-platform marketing, product innovation, and new entertainment channels give young consumers a plethora of choices.

    8 years after leaving China’s ready-to-drink tea market, Nestea’s comeback begins without an established market share.

In order to reach new customers in the 18-24 age bracket, we face these challenges:

    With many tea brands having a long history in the mainland China market, how can Nestea win the hearts and wallets of young consumers?

    As a latecomer, how can Nestea distinguish itself from competing brands and find its niche in the market? How can Nestea position its own brand?

    How can Nestea innovate youthful, hip, and localized advertising to appeal to young consumers?

After careful analysis, sophisticated insight, and accurate positioning, we established a brand strategy to creatively output our new brand attitude.

    A rap song and a short film: Featuring hip-hop, street dance, basketball, and other trendy activities, our TV commercial, produced with creative CG techniques and dynamic sound effects, will leave a lasting imprint in consumers minds?

    A slogan with attitude: Gen Z lives life with a distinct attitude: they dare to challenge the world and defy society. Nestea lays the foundation for its brand model to be based on these young creators, explorers, and innovators with the slogan “Dare to challenge, Dare to stand out.”

    We also sponsored this summer’s most popular reality show “Street Dance of China,” as Nestea’s “Dare to Challenge, Dare to stand out” attitude is the exact same attitude shown by the contestants. Thanks to this craze, Nestea has become Gen Z’s go-to hip and trendy drink.


    Halfway through the summer, Nestea sales are approaching 300 million RMB.


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