Public welfare represents an important medium of corporate public relations. Enterprise engagement in social public welfare events helps to show their value orientations and undertake social responsibility and obligations. Every responsible enterprise strives to continuously promote and perfect corporate values, disseminate its value orientations of pursuing a good humanistic environment to the public and boost social progress. With that in mind, Nongfu Spring has always been adhering to the social moral orientation of mainstream, and promotes its public reputation, cohesion and the growth of itself.
Nongfu Spring has combined public welfare with its own development since its early time. Since 2001, Nongfu Spring has initiated the "One Cent" charity event for four times, making its contribution to public welfare undertakings. In 2001, Nongfu Spring partnered with Beijing Olympic Games Bid Committee to initiate the first "One Cent" charity event. By the end of the successful bid for the Olympic Games, Nongfu Spring had donated 5 million yuan on behalf of consumers. In 2002, Nongfu Spring and the Sports Equipment Center of the General Administration of Sport jointly initiated the "One Cent Sunshine Project", with an aim to improve sports facilities and develop basic sports in poverty-stricken areas; In 2004, Nongfu Spring shot a video named soles of the feet to better support the "One Cent" charity event as well as the development of China's sports; In 2006, in respond to the strategy of "building a harmonious society" and the call of "honoring to those who uphold unity and help one another", Nongfu Spring provided "Drinking Water with Gratitude for Sources Grant" to the poor children in need of help so as to appreciate the people living around the water sources for their great contribution to the protection of the water sources.
In 2017, Nongfu Spring initiated a charity event in partnership with British Red Nose Day to transmit positive energy of happiness to the society. "Put on the red nose and be happy to do public welfare". Taking the interesting and special "red nose" as the main element and symbol, this charity event promoted heart-warming public welfare in China. Money raised by this event was used for the "free lunch" public welfare project designed to bring free lunch to children in the mountainous areas.
Nongfu Spring has always been concerned about the education of poor mountain areas. In 2020, Nongfu Spring partnered with UnionPay to print the poems of children in the mountain areas on the bottle body and make more people know and appreciate their talents. 24 selected poems of children in the mountain areas were printed on the bottle body of Nongfu Spring natural water. People could listen to children reading their poems by scanning the QR code on the bottle body, and help to spread the children's poetic talents to a wide scope. Nongfu Spring " Bottle of Poetry" upgraded bottle body marketing from the era of taking products as media to the era of building emotional and value resonance with consumers through bottle body.
Nongfu Spring is delivering positive energy to the society in various ways. The move to find an echo with consumers in values allows Nongfu Spring to strengthen its image as a warm-hearted and responsible brand in public's mind, which helps to enhance users’ favorable impression and loyalty to the brand and upgrade charity events. With products as the core and unique marketing techniques as auxiliary force, Nongfu Spring organically combines the two, and thus creates a strong brand.