Client: Yili Group Year: 2021 Type: Advertising
In today's highly competitive food industry, major food brands are coming up with new product ideas to attract consumers. In 2021, Yili, one of China's most influential dairy companies, created a new product, "Wasabi Flavour Ice Cream", the new flavour is here to confuse and delight you at the same time. The product was launched in March. With the unexpectedly low temperatures across the country this year, overcoming unfavourable weather factors to take the lead in seizing the heat has become one of the challenges facing the new product.
The idea is to start from the phenomenon of endless trendy products in the Chinese market and to create a different perception of the product by setting up a persona against the trend. It reproduces three classic scenes: long queues at tourist attractions, selfie retouching, and girlfriends' dinners where mobile phones take photos first, expressing the brand's attitude "against the phenomenon of popular item", and successfully creates topics for the listing of the new ice-cream product.
Wasabi Flavour Ice Cream × Gaga
Marketing cannot be separated from users. Collaboration with restaurants is a good and sellable choice for the promotion of wasabi-flavoured ice cream. We joined hands with the famous restaurant brand Gaga, and added ice cream as a dessert in the set menu, creating a signature set menu that tied the product to the restaurant meal to increase the popularity of the ice cream.
Continue reading about the campaign here
