Campaign details

Award show: ROI Festival
Award category: Brand Design 
Award level: Gold
Brand: Nongfu Spring
Brand owner: Yang Sheng Tang Group
Campaign name: 'Dreaming In The Forbidden City, the Bottle Says New Words'
Agency: 1Fusion Digital
Industry category: Non-alcoholic drinks
Release date: August 2018
Budget: RMB 500,000 - 1 million
Country: China


Background

Nongfu Spring remains the market leader in the Chinese bottled water market, but competition in the industry is still fierce, with demand gravitating towards functional beverages and premium water brands. The brand owned by Yang Sheng Tang Group has always maintained an image mixing amusing advertising, dedication to public welfare and purity of origin, but wishes to cater more to the preferences of young consumers.

Objectives