Mengniu’s advertising slogan

Mengniu’s advertising vocabulary

Part 1: Mengniu’s company’s advertising slogan

The outside world is commenting on Mengniu under the leadership of Niu Gensheng A word often used during the group's rapid growth is: "miracle." The trajectory of this "miracle" is: in three years, Mengniu Dairy went from ranking outside the top 1,000 in the industry to one of the top four, and successfully created a well-known trademark in China. In 1999, the year Mengniu Dairy was founded, it achieved sales revenue of 43.65 million yuan; in 2000, the second phase of the project was put into use, achieving sales revenue of 294 million yuan; in 2002, Mengniu's third phase of the project was completed, and sales revenue exceeded 2 billion yuan; in 2003 This year it reached 5.1 billion yuan.

Faced with the statement of "Mengniu Miracle", Niu Gensheng explained: "Just like painters and calligraphers cannot achieve masterpieces in a short period of time, they all need to accumulate and develop. In fact, the same is true for Mengniu. It is not a company that has been around for 3 to 4 years. From the perspective of China’s dairy industry, our development history is not three or four years; from the perspective of the entire industry, our team has been engaged in management for the longest time. I have been engaged in the dairy industry for 25 years. , 5 years in the ranch, 16 years in the Yili Group, plus more than 4 years of development of Mengniu, a total of 25 years. Our entire team has four to five hundred people from the Yili Group, which should be said to be the most prosperous in the Yili Group. Four to five hundred people with unique characteristics. So don’t be misled by the four years since Mengniu was established.”

Original advertising slogan:

Challenge and surpass

Please come to our grassland

Milk from the prairie

A glass of milk strengthens a nation

A pound of milk a day strengthens the Chinese

Nature gives you more

Natural taste

True self new voice

Love to drink and love yourself

Partnering in the morning and evening is more nutritious

Strong Chinese dream

Good partner for happy growth

Learn from astronauts to drink three cups of milk a day

Green your mood

Sweet and sour is me

Milk specially made for Chinese astronauts

Chapter 2: Mengniu advertising

Mengniu is the most popular milk in the Chinese market today One of the leading companies in the production of dairy products, the brand has been developing rapidly since its establishment in 1999. And how did Mengniu build the Mengniu brand into the top brand in China's dairy industry in just a few years? There are many secrets to his success, among which the most worthy of people's attention and learning is his excellent advertising and marketing strategy - assessing the situation.

(1) Brand Creation - Borrowing from Yili

In 1999, Mengniu was founded, but its economic strength and brand strength were very weak. At this time, Yili Dairy is already the number one brand of grassland milk. How can Mengniu occupy a place in front of such a powerful opponent? Mengniu people came up with an excellent strategy - taking advantage of the situation.

Mengniu proposed the concept of "creating the second brand of Inner Mongolia dairy industry", relying on Yili's brand resources to see the world from the shoulders of giants. Put yourself in a position below one person and above ten thousand people, leaving other competitors far behind. At the same time, in the subsequent development, Mengniu shouted out the grassland brand's slogan of "all prosperity, one loss", and then put forward the slogan "Cheers for Inner Mongolia". He did not propose competition or confrontation with Yili, but took Inner Mongolia as an overall concept, striving for the Inner Mongolia dairy industry, and implementing a "win-win strategy". It is this strategy that allows Mengniu to stand firm, stabilize its foundation, and prevent itself from being in dire straits of competition.

(2) Toddlers - Borrowing from the National Dairy Market

From September 2000 to December 2001, Mengniu launched a public service advertisement - "Cheers for Inner Mongolia, China "Rudu". In Mengniu's advertising, it either starts from Yili and learns from Yili, or it starts from the national dairy market and "fights for the national industry." Mengniu humbly exalts its competitors, leaving them with nothing to say and reducing a lot of unnecessary trouble. Mengniu's promotional activities not only secured a good development environment for itself, but also established a good brand image for the company.

Mengniu also made an astonishing move - spending 200 million yuan to build a Mengniu Australia-Asia demonstration ranch in Hohhot. This ranch integrates European, American, Australian, and Asian grass-growing, cattle-raising, and milking technologies into one, like a "United Nations of Ranches." After the demonstration ranch is built, it implements an open-door policy. Anyone can come to visit and learn, including competitors. This is because the starting point of establishing the ranch is not for its own market, but for the entire national dairy market. Come here to learn from the experience of cattle raising in advanced countries, improve efficiency, catch up with the pace of advanced countries, and seek benefits for the country. Mengniu's actions not only provide good publicity and promotion for itself, but also serve as a public welfare undertaking, winning a good reputation and important promotion for establishing the brand image.

(3) Rapid development

1. Borrowing the Olympic bid

In 2001, when Beijing bid for the Olympics, Mengniu was the first to stand up and said, "We donated 10 million." Cheer for the Olympics and cheer for China. "A pound of milk a day makes the Chinese strong" and "Chinese Cow" are popular slogans at this time. Taking advantage of the momentum of the Olympics and considering the interests of the country, Mengniu people used this to attract consumers' attention, and their efforts have been rewarded generously. Below (Picture

1) and (2) are advertisements with "Chinese Cow" as the content after the Olympic bid:

(Picture 1)

(Picture 2)

In Picture 1, the subject is a weightlifter. His whole body is full of strength and passion, and he is shouting. He is cheering for himself, cheering for the Olympics, cheering for China, and cheering for China. Come on Mengniu. The bottom is milky white, as if it is flowing milk. In the lower right corner, there is an image of a Chinese-style building such as the Temple of Heaven formed by milk, highlighting Mengniu's characteristic of cheering for China. Pictures 2 and 1 are from the "Chinese Cow" series, but the subject is replaced by a passionate and enthusiastic spectator, who is cheering for the athletes. We also look at the Olympics and the Mengniu brand from the perspective of consumers. What remains unchanged is that we also cheer for China and Mengniu.

2. Borrowing "Shenzhou 5"

During the SARS epidemic in 2003, many companies stopped advertising. Instead of withdrawing advertising, Mengniu increased advertising and increased In addition to the intensity of public service advertising, the market immediately reaped rewards after the SARS epidemic. On October 16, 2003, the "Shenzhou 5" successfully returned, which was an unprecedented event in the history of the development of the Chinese nation. It is a once-in-a-lifetime opportunity for a marketing career. Mengniu took this point in mind and launched an advertisement for "milk for astronauts" with the slogan "Raise your right hand and cheer for China!" and it appeared overwhelmingly on street signs and buildings in major cities. Mengniu’s TV commercials have also appeared in dozens of TV stations across the country. “Launch – Supply – Docking” (/programs/view/w2Ttqpbwgc4/) is broadcast simultaneously on all channels of central and local stations. Because of seizing this opportunity, Mengniu's sales have also increased significantly. A big step forward to occupy the market.

Picture 3 is one of the series of advertisements "Raise your right hand, cheer for China". An old athlete looks at consumers with a smile. Behind him is the blue sky, and slightly ahead is the Temple of Heaven in Beijing. , from this perspective, the image of the astronaut is very great, raising her right hand proudly, she is cheering for the aerospace industry, cheering for China, and cheering for Mengniu.

(Picture 3)

3. Building momentum - "Super Girl"

If "Olympic bid", "SARS" and "Shenwu Ascension" are all It is to take advantage of the momentum, so "Super Girl" is to create momentum and achieve very ideal results. In 2005, Mengniu Dairy Group and Hunan Satellite TV jointly created the "Mengniu Sour Yoghurt Super Girl" youth girl show, which caused a strong shock across the country. He launched the banner of "Super Girl" and also brought huge profits to himself. Mengniu's planning of super girl advertising is truly unique. The "Super Girl" craze swept the country. At this time, Mengniu launched the "Super Girl Sour Yogurt", "Sour and Sweet It's Me", and "Sing If You Want" milk series. Super Girl posters, film and television advertisements, etc. were overwhelming. , accompanying them are Mengniu products.

As shown in Figure 4 below, the advertisement is clear and straightforward. The pink background looks like a young beautiful girl, or like the sweet and sour Mengniu milk. The beating notes are the symbol of Super Girl. They all hold sour yogurt in their hands. "If you love us, just love sour yogurt" is their subtext.

(Figure 4)

(4) Maturity stage

So far, Mengniu has become one of the great industries that revitalizes the nation, and it has developed quite maturely. , there is no need to humbly put himself in second place like when a brand was first launched. He can launch his own series of products, distinguish different audiences, and divide into mid-to-high-end and low-end products. Such as the launch of Deluxe and Real Fruit Grain. Below (Figure 5) is Mengniu’s new product “Zhen Guo Li”, endorsed by Xu Jinglei. In the picture, Xu Jinglei elegantly holds the real fruit grains and introduces its characteristics of "lightly dancing between the lips and teeth" to consumers. What bursts out from the real fruit grains are fresh fruit grains and dancing milk. The overall picture gives people a sense of tranquility and peace, making people want to easily taste the taste of real fruit in such an environment.

(Figure 5) Whether it is the Olympic bid, SARS, Shenzhou-5 or Super Girl, Mengniu is practicing it and showing us its excellent advertising and marketing strategy - assessing the situation. In the wave of progress, we analyze the current situation and "borrow the east wind" to achieve twice the result with half the effort, find a place for our products, and develop more rapidly. Successful marketing is worth learning from. Mengniu is an ideal brand in the national industry. Although there have been twists and turns, they are exploring the way forward with actions and practice, working hard for the development of their own brand and for the nation. Its development has created an excellent model and contributed to the growth of the national economy.

Chapter 3: Coffee Advertising Script Mengniu Real Fruit Grains Script Advertising Words

1. If you keep drinking like this, Mengniu Real Fruit Grains will be out of stock.

2. Why does Premier Wen ask everyone to look up at the stars? Because Mengniu real fruit grains are the myth of the starry sky!

3. You are thinking about me in class. If you try to make me worse, will your studies be bad?

4. My father was actually drinking the fruit pieces my mother bought for me. It turns out that my mother loves me the most. 5. I want the strength of Mengniu and the taste of real fruit!

Mengniu Real Fruit Script (Music plays, soothingly)

Mom (sound of door opening, sound of items being put on the table): We have always liked it, Mengniu Real Fruit grain. (Footsteps, chaotic and rapid)

Little boy: Mom, you bought my favorite again~

Little girl: Mengniu real fruit grains, Mom, I love you ! I want to drink! (The music is mixed with the laughter of a family)

Narrator: Grains of real fruit, testimony of love, Mengniu real fruit.

Chapter 4: Milk Advertising Slogan

Mengniu Sour Yogurt, I want my taste. . . .

If you want nutrition, you can take me with you

Walnut raw flower milk is fragrant

Pure, just good

Bright milk_a cup of milk Strengthen a nation.

Love of sour and sweet is true. Every day is very fresh to me. I have a picky taste. A collection of milk advertising slogans