Yili Pure Milk x "My Motherland and Me": Be proud! Our great country moment

曲然、王奇祺

Yili, a well-known pure milk brand in China, hopes to seize the peak sales season of the National Day in 2019 and shape the image of Yili Pure Milk as a "big country brand with a sense of family and national responsibility", and hopes that its brand sales will increase by more than 10% year-on-year.

Case details

Brand: Yili Pure Milk

Brand owner: Yili

Main agency: Mindshare, Yimingtian

Secondary agency: Ogilvy & Mather Advertising

Put on the market: Mainland China

Running time: September 1st to October 31st, 2020

Industry: Dairy Products

Media channels: social media, TV media

Budget: 18 million

Case summary

The National Day of 2019 coincides with the 70th anniversary of the founding of New China. Consumers urgently need to express their patriotic sentiments in various forms. Based on this insight, Yili Pure Milk prospectively bet on the movie "My Motherland and Me",...

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