Campaign details

Brand: Jinlingguan
Brand owner: Yili
Agency: Mindshare
Country: China
Industries: Milk & dairy drinks
Media channels: Merchandise & free gifts, Voice, chatbots
Budget: No budget

Executive summary

Jinlingguan (JLG), the infant milk formula brand owned by China's dairy giant Yili, has dedicated itself to building an image as the 'infant nutrition expert'. Nevertheless, its overall brand image was weak, with no strong differentiation. JLG needed to strengthen its image as the 'infant nutrition expert' among young, tech-savvy Chinese parents and drive sales.

Being a new parent is difficult and 62.5% of young parents say they worry that they are not good enough for their children (Source: Chinese social network).