Why is Jianlibao named Jianlibao? When did it start to be called Jianlibao?

The author hopes that the following information will be helpful to you,

Product Origin

In 1983, Sanshui County (now Sanshui District) Winery and Guangdong Sports The Institute of Science, Guangdong Sports Medicine College, Guangzhou Food Industry Research Institute and other units, based on Professor Ouyang Xiao's argument "Oxygen inhalation combined with oral alkaline electrolyte drinks to eliminate exercise-induced fatigue" have developed a "can A drink that allows athletes to quickly recover their physical strength and that ordinary people can also drink.” Under the auspices of Ouyang Xiao, an orange-yellow drink was developed. It has a very tongue-in-cheek name - "Excessive Recovery Mixture Sports Drink". In fact, it is a drink containing alkaline electrolytes. This drink has the advantage of maintaining the body's electrolyte, water and acid-base balance and eliminating exercise fatigue. Li Jingwei, the director of Sanshui Winery at that time, thought hard and came up with a new name - "Jianlibao", which sounds catchy and also contains the health care meaning of "health and vitality". Li Jingwei also persuaded PepsiCo Company in Shenzhen to use the canning production line to OEM Jianlibao. At that time, Jianlibao was the only canned product among domestic beverages. The brand image was naturally related to sports, and the taste, color and quality were impeccable. On June 26, 1984, Jianlibao Orange Honey Drink passed the professional technical appraisal. Since then, it has filled the gap in the field of electrolyte sports drinks in my country.

The origin of "Chinese Magic Water"

In August 1984, the Los Angeles Olympic Games opened. It was the largest Olympic Games in history at that time, and it was also the first time that it was organized by a private sector and was profitable. of the Olympic Games. The Chinese Olympic delegation achieved a "zero breakthrough" in gold medals with Xu Haifeng's shooting at this games, and finally won 15 gold medals, ranking fourth behind the United States, Romania, and the Federal Republic of Germany in the number of gold medals. The success at the Olympic Games has greatly inspired the enthusiasm and national pride of the entire people, and as the drink of choice for the Chinese Olympic delegation, Jianlibao has also received unimaginable attention.

In the women's volleyball final on August 7, the Chinese women's volleyball girls, who have become national heroes, used their unstoppable courage to defeat the host United States team in three straight games, achieving "three consecutive championships" "The great achievement of Honghu was once a grand event that excited the whole country. In the "Tokyo Shimbun" on the 11th, reporter Ariga published a frivolous press release "Relying on "Magic Water" to Make a Rapid Attack? ", he was curious to find that the Chinese women's volleyball players were drinking a drink he had never seen before during the game - in fact, Jianlibao had almost no sales in the domestic market except for supplying the Chinese Olympic delegation at the time - so he It is speculated that "Chinese athletes may have won 15 Olympic gold medals because they drank some kind of new sports drink with miraculous effects - Jianlibao." Obviously, this is a handwritten press release without any interviews or verification. The substantial improvement in the performance of Chinese athletes has caused a lot of speculation in the world, and this is nothing more than a relatively friendly one. Unexpectedly, a reporter from the "Yangcheng Evening News" who was interviewing with the group saw this news, and he cleverly rewritten it into ""Chinese Magic Water" Takes Los Angeles by storm." When this "export-to-domestic sales" news was published in the Evening News, it was quickly and widely reprinted. The interplay between "Chinese Magic Water" and "Oriental Witch" (the nickname for the Chinese women's volleyball team) adds a mysterious sense of pride to the already boiling Olympic fever. It is really in line with an Oriental that has just returned to the international stage. National psychological satisfaction. Since then, Jianlibao has become world-famous overnight

Brand Introduction

Jianlibao was born in 1984 and contains the health care meaning of "health and vitality". It became an instant hit after the 1984 Los Angeles Olympics and was honored as the "Chinese Magic Water". As China's first drink with added alkaline electrolytes, Jianlibao took the lead in introducing the concept of sports drinks to Chinese people. For more than 20 years, Jianlibao has actively repaid the society and promoted national progress, and it deserves to shoulder the important task of being a national brand. Being associated with sports and sponsoring sports events is a concentrated expression of Jianlibao’s characteristics as a sports drink. At the end of 2008, Jianlibao became the brand of the 2010 Asian Games in Guangzhou. As a designated sports drink for the Asian Games, Jianlibao grasps the pulse of the market and launches a series of sports marketing based on the Asian Games to comprehensively build a well-known sports drink brand.

Brand trademark

Dr. Chen Xinjin, who works with product development, volunteered to design the trademark and asked his brother, who loves calligraphy, to write the three words "Jianlibao" on a piece of rice paper. Sanshui Winery Director Li Jingwei also asked the county's advertising company to design a trademark graphic that combined Chinese calligraphy and English letters. The birth of this new trademark was groundbreaking in the 1984 product boom: the dot at the top of the "J" is like a sphere, which is a symbol of ball sports, and the lower half is composed of three curves juxtaposed, like three runways, which are the symbol of track and field sports. symbol. Viewed as a whole, the shape of the character resembles a gymnast or diver doing a flexion and abdominal posture. The entire trademark reflects the blood relationship between Jianlibao and sports. It stood out among the outdated and similar Chinese product trademarks at the time.

Classic advertising slogan

If you want to be in good health, please drink Jianlibao

Exercise is just like Jianlibao

Jianlibao - let the world taste it Taste the taste of China

Master extraordinary motivation anytime and anywhere - Jianlibao

Jianlibao - I exercise, so I am healthy

Jianlibao every day, I have motivation every year< /p>

It’s more exciting when you move

Stimulate the heart power - Jianlibao

Jianlibao every year, you will be blessed with good health

The grand event of peace songs in the New Year, Jiuzhou drinks Jianlibao together

The grand event is with me, the national drink Jianlibao