Repositioning Mizone: How an idea sustained business and brand success
Kaiyu Li
Campaign details
Brand owner: DanoneLead agency: Young & Rubicam ChinaContributing agency: Young & Rubicam ChinaBrand: MizoneCountry: ChinaIndustry Drink industry, market, Non-alcoholic, soft drinksChannels used: Events and experiential, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Social media, TelevisionMedia budget: 10 - 20 million
Executive summary
From dying brand to selling three million bottles every day – that's 4,166 per minute – Mizone reinvigorated itself by reinvigorating China's youth.
Repositioning was key: having found itself stifled...