The Internet has reconstructed people's lifestyle. As information carriers and communication channels are becoming increasingly diversified and fragmented, it gets harder for brands to attract users' attention relying on their own strength. So "Crossover", which represents the integration of the brand's new life attitude and aesthetic style, has become an inevitable trend for product development. In the early years, Nongfu Spring made the "a bit sweet" concept deeply rooted in people’s hearts through traditional advertising marketing.
In recent years, From traditional advertising to image ambassador, Nongfu Spring has adhered to its consistent style in marketing, that is, create accurate touchpoint and keep up with the times. For instance, the crossover marketing cases of Nongfu Spring in partnership with Netease Cloud, the Palace Museum and other IPs all make a splash on the Internet. Beyond that, Nongfu Spring initiates a crossover public welfare event partnering with China UnionPay to launch "Bottle of Poetry" of 24 types, printing poems created by the children from mountain areas on the bottle body. Nongfu Spring chooses "let the talents of the children in the mountain areas be seen" as the topic and touchpoint to endow its bottle body with unique emotional value and continue to deepen and precipitate the cultural connotation of its brand.
Additionally, Nongfu Spring has successfully reached end users through various kinds of new marketing tools such as brand ambassador, product placement in variety shows and crossover marketing. Brand Rejuvenation calls for long-term endeavour, so Nongfu Spring has made constant efforts to this end. From 2016 to 2019, all brand ambassadors of Nongfu Spring are hugely popular young hunks. Beyond that, it launches a slew of drinks fitting in with the trendy aesthetics and preferences. All these efforts aim to create its young image, make long-term brand output and constantly strengthen consumers' awareness of this feature.
Aside from that, Nongfu Spring also initiates many public welfare marketing activities. It works hand in hand with Sina Wuxi to recruit "Charity Ambassador of World Water Day" and convey the environmental protection concept in line with its brand tonality to the outside world. Nongfu Spring brings the joy to the children in mountainous areas through its One Cent Charity Event and makes its contribution to the bid for the Olympic Games. Besides, it has been delivering water to students in the college entrance examination for more than ten years. When the Wenchuan earthquake happened, Nongfu Spring rushed to the disaster area in the first place, providing 1.8 million boxes of drinking water in 220 wagons. During the pandemic period in 2020, Nongfu Spring mobilized all its stuff to donate money and material, and set up unmanned retail outlets in more than 5000 communities across the country to provide facilities to consumers when it was hard to buy water.
Now Nongfu Spring is still young and full of ambition. What Nongfu Spring has done is enough to prove that it has never swerved from its commitment and responsibility. It is expected that Nongfu Spring will deliver better products and services for more consumers in the near future.