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一杯承载你梦想的酸奶 奶牛梦工场“遇见”新品抢滩上市
2017-08-28 09:03:19 中国青年网
消费场景碎片化多元化的当下,乳制品的突围显得尤为重要。在国外,酸奶新品发售每年超过30%,而国内市场也不甘寂寞,8月18日,重庆光大乳业推出了创新型匠心产品——“遇见”风味酸乳。这款改变了传统的乳制品产品风格的新品酸奶一经上市,便以其具有符号化的产品记忆点和创意营销成功吸引大批用户关注。在光大乳业的新品研发团队的设计理念里,希望除了让产品更美味、富含营养外,加入更多的“生活趣味”,为消费者带来不一样的全新体验。
小瓶身承载大梦想
说起瓶身营销大家都不会陌生。瓶身上小小的方寸空间一直是品牌方钟爱的战场,光大乳业此次瓶身营销的独特玩法可谓别具情怀。
作为2017年夏天的主打新品,这款名为“遇见”的风味酸乳定位就是个性潮品。为了贴合这一品质定位,“遇见”采用了红白色调的简单包装,用视觉的吸引、舌尖的品味,把人带入“遇见梦想”的感动中。光大乳业抓住了一切与80、90后生活息息相关的东西、话语、热点,在产品上印上短小精悍的文字和谐谑、激昂的语言,比如:“世界最美好的事,我已长大,你还未老”;“愿你走出半生,归来仍是少年,每次都是喜极而泣”;“这世界像个巨大的夹娃娃机,我隔着玻璃,只想得到你”……以产品抒发情感,让消费者与之共鸣。
一瓶普普通通的酸奶承载了消费者有关梦想的品牌文化符号,两者之间看似毫无联系。而光大乳业则通过一场有情怀的瓶身营销将两者合二为一。
开启口感畅爽轻生活
作为奶牛梦工场精心研发的一款夏季新品,“遇见”风味酸乳针对现代高节奏、作息不规律的都市人群,进行深入的市场研发,口感更为清爽。所用原奶皆产自奶牛梦工场自有牧场,欧盟标准的新鲜原奶保证了产品品质的新鲜与健康。依托光大牧场严格管理,西南地区首家获得GAP一级认证和动物疫病净化创建场的荣誉,让光大牧场的每一滴牛奶都放心依靠。经过一道道严格的检查把关,保证了成品的质量、营养、安全。新鲜的牛奶,经过巴氏杀菌后再向牛奶中添加有益菌发酵,冷藏灌装而成。在充分保证乳品口感和风味的基础上,最大程度保留牛奶的营养价值,这种纯纯的原始味道,非常适合喜欢原始酸甜口感的人。
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