Baicaowei X Yiyan Qianxi "Chinese Taste Show and Eat": Waiting for the hot spot, it is better to create the hot spot

Cimi Su

Baicaowei, as one of the top three domestic snack e-commerce giants, faces the homogenization of competition from other brands and hopes to distinguish it from competing products. It will build assets with "Chinese flavor" as the core brand, and be "one of the snack e-commerce companies." Towards a "chief snack brand" and increase brand love.

Case details

Brand: Baicao

Brand owner: PepsiCo

Main Agency: Carnival Integrated Marketing

Put on the market: Mainland China

Delivery time: September 17th-September 26th, 2019

Industry: Food

Media channels: short video platform, social media

Case summary

In the summer of 2019, the climate that is hotter than the midsummer is the wave of the Tang dynasty that started in the costume drama "Chang'an Twelve Hours" starring Yi Yang Qianxi.

At the same time, Yiyang Qianxi is also the spokesperson of the Baicaowei brand. As a domestic top snack brand with "Baicao Flavor,...

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