Plant Selection "Nian Nian Peach Blossom Spring" Electronic Comprehensive Deconstructed Content Marketing

Under the pressure of the weak soy milk category and the near-monopoly of Vitasoy, Plant Selection chose to look at a larger category of plant protein beverages to seek breakthroughs. Plant Selection will focus on the plant protein beverage track in the Spring Festival of 2021, taking the lead in seizing the awareness of "plant nutrition".

Case details

Brand: Plant SelectionBrand owner: YiliMain agency: Mindshare ChinaMain agency holding group: WPPMarket launch: Mainland ChinaIndustry: DairyMedia channel: social mediaBudget: 6-8 million

Case Summary

The ready-to-drink soy milk category to which Zhixuan belongs has become saturated, and has been occupied by Vitasoy for a long time with a share of 60%+. As a plant protein category that is looking for a breakthrough, the title is highly compatible with the variety show "Nian Nian Peach Blossom Land", which quickly occupied The cognition of "plant...

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