As generation Z grows up, young consumers get more rights to speak and consumption decision-making power, and gradually play a bigger role in moving the market trend. Correspondingly, "Brand Rejuvenation" targeting generation Z has become an industry buzz word over the recent years. Traditional industry giants prefer circle marketing with large-scale advertising materials to achieve explosively spontaneous dissemination by young user groups. Here is a very representative brand in this respect, that is, Nongfu Spring.
Nongfu Spring stands as a traditional brand with 25 years of experience in the industry. In term of its marketing strategies, the most representative one is the creative bottle body design. Designers combine traditional cultures with current popular elements to make the bottle body historically significant beyond its premium appearance.
Back to 2017, Nongfu Spring collaboratively launched Music Review Bottle in partnership with Netease Cloud Music, who strives to make a breakthrough in marketing and strikes an instant chord with Nongfu Spring. With the benefit from brand rejuvenation, Nongfu Spring made another attempt in 2018. When court drama became hugely popular at that time, Nongfu Spring was keenly aware of that "court" had become the focus of media attention. With this insight, Nongfu Spring partnered with the Palace Museum to jointly lunch Bottle of the Imperial Palace of 9 limited editions. This collaborative product integrates the elements of the Imperial Palace into its design and at the same time spearheads a new round of hot topics through a slew of creative posters and copywriting traversing through the ancient and modern.
Beyond that, Nongfu Spring tailors Tea π based on young people’s likings and upgrades this young tea product in an all-round way to deliver on young consumers’ demands for novelty and good-looking packaging. The packaging of new Tea π is more storytelling and imaginative compared with the original one. The packaging appearance is fresh and elegant as a whole, matched with the exotic customs of characters in the picture, attracting a large number of fans with its nice look. The inspirational advertisement of Tea π gains an precise insight into young people’s helpless feelings of being not understood. From the perspective of π, it extends to four interest circles including music, painting, boxing and dancing, and further demonstrates young people characters: not afraid of being controversial, insist on what they love and aspire to their own unique frequency. Tea π invited celebrities to speak for the product and for young people, telling them life is full of infinite possibilities and encouraging them not to be afraid of external pressure. Be yourself and you can create your own new world.
Today, an increasing number of enterprises are striving to attract more young consumers through brand shaping and product rejuvenation. Nongfu Spring has always adhered to the marketing strategy of brand rejuvenation and has made unremitting efforts to craft products and upgrade packaging design so as to satisfy the demands of young consumers. All these efforts fully demonstrate that Nongfu Spring possesses flexible marketing strategies and a forever young core in the rapidly changing era.