Yili: Satine's organic hub

Yili, a dairy products producer, used an online and offline campaign in China to promote Satine, an organic milk beverage.

Campaign details

Brand: YiliBrand owner: Yili GroupEntrant company: Mindshare China, ShanghaiMarket: ChinaSector: Milk & dairy drinksMedia channels: Events & experiential, Point-of-purchase, in-store, Product sampling, Radio & audio, Social media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

In China, 2020 saw nearly three quarters of adults eating healthier, with countless F&B brands launching a variety of organic products. However, the organic products category is new and poorly understood.

Yili needed to promote its organic milk beverage, Satine, while demonstrating the benefits of living...

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