Retrieve the smile from the beginning of life, integrate public welfare communication

A2 Zhichu®, a milk powder brand from New Zealand, has gradually grown from an unknown New Zealand local brand to a high-end imported milk powder brand recognized by Chinese consumers in the five or six years since it entered China. In 2022, in line with the brand mission of "Let every child have the original beauty", a2 will further enhance the brand awareness and favorability in China.

Case Details

Brand: a2 to the beginning ®

Brand owner: Zhichu Milk Trading (Shanghai) Co., Ltd.

Main Agency: Ylab China

Main agency company holding group: Ylab brand strategy consulting

Launched on the market: Mainland China

Industry: Dairy

Media channels: outdoor (elevator media), influencers (star/celebrity spokesperson), mobile & APP

Budget: 5-10 million

Background/Goals/Challenges (300 words limit):

background:

A2 Zhichu®, a milk powder brand from New Zealand, has gradually grown from an unknown New Zealand local brand to a high-end imported milk powder brand recognized by Chinese consumers in the...

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