Yili Pure Milk x "Forbidden City Lunar New Year": Hundreds of families gather for happiness

曲然、王奇祺

As the largest brand in China's domestic pure milk market, Yili occupies a 41.6% market share. Faced with a large number of competing product marketing during the Spring Festival, the brand hopes to launch exclusive customized New Year goods to differentiate it from other products and increase consumer preference for the brand and the brand's market share during the Spring Festival.

Case details

Brand : Yili Pure Milk

Brand owner : Yili

Main agency : Mindshare Beijing, Yimingtian

Put on the market : Mainland China

Launch time : January 2020

Industry : Food

Media channels : video media, social media, product packaging, TV programs

Budget : 11 million

Case summary

In recent years, the rise of self-confidence in Chinese culture has led to traditional culture becoming a trend. However, for the most representative traditional festival-the Spring Festival, people have become more and more perfunctory. The gifts they receive are passed on to...

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