Campaign details
Brand: SatineBrand owner: Yili GroupAgency: Mindshare ChinaMarket: China (Mainland)Sector: Milk & dairy drinksMedia channels: Events & experiential, Product sampling, Radio & audio, Social media Word of mouth, influencersBudget: 500k - 1 million
Executive summary
In China, 2020 saw nearly three-quarters of adults eating healthier, with countless food and beverage brands launching a variety of organic products. However, the organic products category was still new and poorly understood.
Yili needed to promote its organic milk beverage, Satine, while demonstrating the benefits of living an organic...