The annual "Chinese Zodiac Bottle" of Nongfu Spring, like the commemorative coin issued by banks annually, stands for a popular brand event attracting much attention. At the beginning of 2021, Nongfu Spring conventionally launched new high-end Chinese Zodiac Bottle in glass -- Limited Edition Bottle for Year of the Ox. Only for free but not for sale, which is full of Nongfu Sping’s keen expectation for the new year.
Nongfu Spring has launched Chinese Zodiac Bottle for six years, from The Golden Monkey Bottle of 2016, the Golden Rooster Bottle of 2017, the Golden Dog Bottle of 2018, the Golden Pig Bottle of 2019 to the Golden Mouse Bottle of 2020. Once the "Golden Ox Bottle" made its debut this year, it immediately aroused heated discussion among netizens and became one of the most popular new year commemorative collection in vogue.
No matter in the soft drink industry or the design industry, it’s hard to find a counterpart that can rival Nongfu Spring in packaging. The bottle body of this natural mineral water product is as clear and elegant as a drop of water, which took three years for Nongfu Spring to invite five top design studios from three countries to design and finish after 58 drafts and more than 300 designs. The packaging design has won numerous international awards, including the British D&AD Wood Pencil Award, the First Award in the non-alcoholic beverage category of Dieline International Packaging Design Award, Best in Show in the packaging design category and Gold Award for non-alcoholic beverage packaging design of the 17th FAB Awards, as well as the Pentawards Platinum Award.
The annual Chinese Zodiac Bottle of Nongfu Spring is sent to consumers as free gifts. Dignified, elegant and lofty, the bottle body design of this year's "Golden Ox Bottle" maintains the high standard that it always sticks to. One of the Nongfu Spring "Golden Ox Bottle" series is the "running ox", standing for the courage of being down-to-earth and advancing bravely, while the other one is the harmonious scene of an Ox family of three, symbolizing family reunion and happiness.
The packaged water has become a sought-after commemorative collection and the focus of attention, which fully demonstrates Nongfu Spring’s outstanding product advantages and excellent marketing ability. In terms of quality, Nongfu Spring is devoted to producing natural water and strictly selecting natural water sources that are suitable for drinking cross the country. It brings the purity of nature to consumers and delivers a safe drinking experience. As for marketing, Nongfu Spring knows perfectly well that a striking look means a lot to a product. With that in mind, it carries out high standard and strict requirement for designing and wins the hearts of lots of fans with its good-looking products.
The New Year stands for a rare opportunity for a brand to make in-depth communication with consumers. How to do a good job in New Year marketing is an important challenge for brands to deal with. As a good storyteller, Nongfu Spring has an insight into people's preference for beautiful things, makes good use of the "seeking a good start in the new year" psychology, concretes the Chinese implied meaning of "sending good water", "sending water means sending fortune" as a new year's water delivery activity and attracts countless consumers.
Thus, it can be seen that Nongfu Spring Chinese Zodiac Bottles are more about promotion of brand culture and shaping of value. The move has enabled Nongfu Spring to maintain a close relationship with consumers, enhance consumers' stickiness to the brand, build consensus with the public, promote the communication between the brand and younger generation of consumers, and further tap product potential.