Campaign details
Brand: YiliBrand owner: Yili GroupEntrant company: Mindshare China, ShanghaiMarket: ChinaSector: Milk & dairy drinksMedia channels: Events & experiential, Point-of-purchase, in-store, Product sampling, Radio & audio, Social media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k
Executive summary
In China, 2020 saw nearly three quarters of adults eating healthier, with countless F&B brands launching a variety of organic products. However, the organic products category is new and poorly understood.
Yili needed to promote its organic milk beverage, Satine, while demonstrating the benefits of living...