ASIA-PACIFIC – BEIJING, CHINA, OCTOBER 8, 2010 – Ogilvy & Mather Beijing’s 2010 Shanghai World Expo packaging campaign for Inner Mongolia Yili Group‘s Large Fruit Granules yogurt line features six cartoon girls representing six different regions from around the world. The special edition packaging launched at the end of April 2010 proved to be popular, leading to overwhelmingly positive consumer feedback and sales results.
Yili’sYogurt Business Unit is the sole dairy products sponsor of the Expo.
The fruit yogurt market in China is currently saturated with many similar products.
To distinguish Yili Large Fruit Granules from its competitors, Ogilvy needed to establish a strong brand image through a cost campaign.
Research showed that the primary consumers of Yili’s fruit yogurt line are young college girls and white collar women between the ages of 18-25 who prefer cute designs. To appeal to this core group, O&M created six cartoon personas symbolizing Africa, China, Europe, Hawaii, India and North America, echoing the World Expo concept of experiencing different cultures without having to leave home. Similarly, Yili’s fruit yogurt evokes faraway locales through exotic flavors like corn and fig & raisin.
The campaign involved point-of-sale visuals and product packaging design. Yili will continue to distribute the special edition cartons until the fall of 2010, when they will be replaced by new designs.
The success of the campaign was eminent soon after the new designs reached stores. Sales were up 33.3% one month after launch compared to pre-launch sales. It also succeeded in promoting certain slow selling flavors such as corn flavored yogurt, which was up 33% in the first month, and fig & raisin which jumped by 43%.
Due to the popularity of the six cartoon girls, Yili plans to develop their personas further and will also introduce a second phase of special packaging for the smaller pack size Large Fruit Granules.
CREDITS:
Project Title: Yili Large Fruit Granules yogurt Expo Limited Edition Packaging
Client: Inner Mongolia Yili Group Co., Ltd. Yogurt Business Unit
Brief: To promote Yili as an Expo sponsor within a limited budget, strengthen the Yili brand’s emotional
connection with consumers while increasing sales
Creative agency: Ogilvy & Mather Advertising/Beijing
Executive Creative Director: Bill Chan
Art Directors: Peisong Pan, Xiaodong Xiao
Copywriter: Chen Yu
Creative Director: CQ Chen
Account Leads: Jacky Ding, Rich Diao, Mandy Zhai
