Wong Lao Kat applies for trademarks such as Wan Shi Da Ji, and the bottles are customized to cheer for the college entrance examination
Wong Lo Kat applies for trademarks such as Wan Shi Da Ji, and the bottles are customized to cheer for the college entrance examination. Now that the college entrance examination is approaching, Wong Lao Kat is here The launch of a special packaging version for the first time will also send a blessing to college entrance examination students. Wanglaoji applied for trademarks such as Wanshi Daji, and the bottles were customized to cheer for the college entrance examination. Wong Lao Kat applied for Wanshi Daji and other trademarks, and the bottle was customized to cheer for the college entrance examination1
The sun is just right in May, the summer heat has begun, and countless students in the classroom with the sound of books are making the final sprint towards the upcoming college entrance examination season. , as a popular social node focused by the whole people, it not only determines the future life direction of the candidates, but also carries the most unforgettable fragments of the students' youth memories.
At the same time, the continuous expansion of the social influence of the college entrance examination and the continuous strengthening of the traffic effect have also focused the attention of more and more brands. Every year before and after the college entrance examination, brands are committed to opening up fronts outside the examination room. , trying to pass this big test and get amazing results in it.
However, with the strong social popularity and topic popularity of the college entrance examination, the battlefield will also become more and more popular, with product co-branding, emotional stimulation, scene restoration and other gameplays emerging one after another. To successfully stand out from the fierce brand war, it is particularly critical to create your own unique college entrance examination IP.
As the college entrance examination bell is about to ring, the national herbal tea brand Wanglaoji is the first to enter the college entrance examination arena. With a combination of good luck, it uses the college entrance examination bottle customized cans to continuously open up the three dimensions of product, scene and emotion. While sending various blessings to the college entrance examination students, it also instantly filled the atmosphere and sense of ceremony of the college entrance examination.
A two-pronged approach of emotion + products
Wong Lao Kat plays the college entrance examination to take advantage of the situation to a new high
As the first important turning point in life, the college entrance examination It means a lot to everyone.
It not only symbolizes that we are about to start a new stage of academic career, but also marks the transformation of a generation from youth to maturity. Those who have gone all out and worked hard in those years will miss it, and people today are remembering it. Experience, the teenagers who have not graduated are full of expectations. Each type of people can find their own memories of youth at the college entrance examination node.
Therefore, this year’s college entrance examination support launched by Wong Lo Kat started with the complex thoughts of the college entrance examination, and used a college entrance examination-themed short film to outline the students’ regretless youth years.
The countdown on the blackboard changes day by day, the teacher’s earnest instructions on the podium, the mountains of books and test papers on the table, the question that cannot be solved, the sweat of running on the playground, and the free conversation. The heroic spirit of meeting at the top of the future and the confidence to encourage each other jointly built a period of senior high school that everyone can know, feel and laugh about, allowing Wong Lo Kat to quietly achieve the same emotional level as the public. *Tune.
At the same time, Wong Lo Kat also understands that the emotional stimulation created by immersive content context can only make the public have a good impression of the brand. It wants to connect with Generation Z more effectively and stimulate the inner emotions. Only when it is externalized into a physical link can it truly seize the user's mind from the inside out.
In conjunction with the release of the College Entrance Examination-themed short film, Wanglaoji specially launched three customized college entrance examination series: "High School Banji Can", "College Entrance Examination Subject Can" and "Wanshi Daji Can" The can, empowered by Wanglaoji's prosperous good-luck culture, and the blessing of "Kokojiajia, good luck in all trials" to senior high school students, cleverly achieves the dual effect of emotional preemption and product exposure.
In addition, the gameplay that allows DIY customization of details such as classes and subjects has become a social artifact for candidates to cheer each other up while conveying blessings. Wong Lo Kat’s own product function of cooling and reducing inflammation It can meet the various needs of candidates physically, and coupled with countless "lucky" blessings, it also satisfies the emotional needs of candidates from a psychological level. The combination of emotions and products has successfully won the favor of the majority of candidates.
What’s more worth mentioning is that Wong Lo Kat does not limit its perspective to the brand level, but magnifies this good luck in the college entrance examination to a broader social level, actively posting on social platforms such as Weibo. Expand topic interaction and invite more netizens to offer suggestions and impart exam experience to the senior high school students who are about to enter the examination room. While sincerely wishing the candidates good results, they also use users' UGC content to penetrate the brand's college entrance examination customized can sound volume into A more diverse young circle.
Interpretation of bottle marketing from multiple perspectives
Brands’ youthful personality goes out of the circle
Baudrillard said in "Consumer Society": "In modern society, consumption has From an economic concept to a cultural concept. ”
This actually includes thinking from two dimensions: brand and consumer:
For a brand, when it develops to a certain size and height. , product strength is no longer the only factor that determines the upper limit. Strengthening brand personality through differentiated marketing and creating unique brand cultural IP are key factors for brand longevity.
For consumers, Generation Z, which has made a high-profile appearance in the context of rapid social development, lives in a world with abundant materials. In addition to functional consumption, they also crave a higher quality. Levels of emotion resonate and vibrate, thus boosting value consumption.
As a national herbal tea brand, Wanglaoji’s sales reached 9 billion as early as 2007, surpassing Coca-Cola, Pepsi-Cola, and Red Bull to become the number one canned beverage brand in China. After that, it has been in the herbal tea market for four consecutive years. Sales volume in the field ranks first in the country, firmly occupying the top spot.
However, with the strong entry of the younger generation of consumers, the traditional industry has ushered in a wave of changes. In order to seek greater traffic breakthroughs and enter a more diversified young market, Wonglaoji began to rely on its own "Ji Culture" continues to build unique brand personality IP, and bottle marketing with ever-changing personalities has become the most effective way for Wong Lo Kat to connect with Generation Z.
Long before the customized bottles for the college entrance examination directly hit the pain points of candidates, Wonglaoji became popular all over the Internet with its totem jar with hundreds of surnames during the Spring Festival last year. In this marketing, Wonglaoji officially The name was changed to Li Laoji, Chen Laoji, Pan Laoji, Maraoji, Zhao Laoji and other "x Laoji" covering hundreds of surnames. Netizens from all walks of life said that Wanglaoji's product operation is really a genius.
The reason why this custom-made can with hundreds of surnames is so popular on the Internet is that it relies on a DIY model. Consumers can always find the exclusive "x Laoji" that represents themselves from so many cans with surnames. , with the blessing of rich cultural heritage, it can not only become a unique sense of family ritual on the Spring Festival table, but also become a good gift for visiting relatives and friends with its own prosperous and auspicious characteristics.
Then in March, Wanglaoji also launched a customized exclusive urban delicacy can. In the future, details of Chinese delicacies from various regions across the country will be printed on the bottle, such as Sichuan hotpot, Henan There are all kinds of soup dumplings from Qinghai, hand-caught mutton from Qinghai, roujiamo from Shaanxi, etc. A can of Wanglaoji paired with a table of delicious food will make people want to stop.
In May, Wong Lao Kat launched a lucky jar with the theme of "Every day is auspicious, everything is suitable". The symbols on the bottle include May Day, travel, wedding, marriage, reunion, etc. It covers almost every auspicious moment in life and vividly conveys Wong Lo Kat’s brand value proposition of “On auspicious moments, there must be Wong Lo Kat”.
In addition to continuing to exert its efforts through major social popular nodes and festivals, Wong Lo Kat has also actively linked up with a number of popular games including Peace Elite, Identity V, Fantasy Westward Journey, and Well-known film and television works such as "Great Expectations", "Entrepreneurial Era" and "Tomorrow's Children" have further penetrated the brand's youthful vitality into diverse fields such as games and film and television variety shows, achieving an intimate dialogue with Generation Z users in the form of creative bottles. .
What’s more worth mentioning is that in addition to the various good wishes that the packaging itself carries, Wong Lo Kat’s series of interesting review marketing further brings the brand and consumers closer. distance, through the bottle DIY form, young people can fully control the discourse dominance in marketing, further stimulate users' desire to share through personalized customization, and give customized cans more powerful social currency attributes in addition to the bottle content, thus Allowing him to break through the circle among young people.
Based on customized cans, Wong Lao Kat has taken youth to a new level through a series of cross-border linkages and other methods, and gradually built its own "Ji brand" through repeated bottle refreshes. "Cultural" personalized IP opens a broad door for the brand to enter the young market with a unique brand image.
Product-centered
Build a differentiated brand moat
Looking at Wong Lo Kat’s series of marketing, it is not difficult to find that this popular brand Almost all the gameplay of the canned herbal tea brand revolves around the product, from the functional output of "drink Wong Lo Kat if you are afraid of getting angry", to the value concept output of "drink Wong Lo Kat in auspicious years", to the customized cans for major popular festivals Gameplay and products have always occupied a firm core position.
It can be said that this is a cautious layout of traditional brands for younger people, but it more reflects the strong product power of this red can of herbal tea itself. Whether it is gameplay innovation or value empowerment, the brand has always been With the hard power of the product as the foundation, we pursue a closed marketing loop that combines product and effect, with "Ji Culture" as the center, and create a more diverse and personalized brand moat in different market contexts.
Therefore, no matter how the brand’s marketing techniques change, when the public comes into contact with Wong Lo Kat’s youthful personality and vitality, they can always clearly picture the bottle of red canned herbal tea in their minds. Every time Marketing is a deepening of product memory. The red can is the representative color of the brand, and it is also the realistic carrier of "Ji culture". With the help of long-term and continuous marketing path, it has achieved the dual effect of Wong Lo Kat brand recognition and value concept, and also It has become a unique way for brands to win in the young market. Wonglaoji applied for trademarks such as Wanshidaji, and the bottles were customized to cheer for the college entrance examination 2
According to trademark information, Guangzhou Wonglaoji Great Health Industry Co., Ltd. recently applied to register multiple college entrance examination-related trademarks, including "High School Banji" " Good luck in all tests", "Super good performance", "Kekejiaji", "Good luck in Chinese", "Good luck in mathematics", "Good luck in English", etc.
The international classification of these trademarks includes advertising sales, beer and beverages, etc. The current trademark status is registration application.
Many netizens speculated that Wong Lao Kat was going to work on the cans again to make the cans more attractive.
It is reported that before the Spring Festival in January this year, Wanglaoji launched a version packaged with hundreds of surnames, which the official called totem jars, including Li Laoji, Chen There are more than 100 surname totem products such as Laoji, Bailaoji, Fanlaoji, Fanglaoji, Renlaoji, Jinlaoji, etc.
It was just before the Spring Festival. Many netizens found it interesting and would buy it as a gift to relatives and friends, or as a souvenir for themselves.
Now that the college entrance examination is approaching, if Wanglaoji launches a similar special packaging version this time, it will also send a blessing to the college entrance examination students.
However, it should be noted that the ordinary version of Wanglaoji is priced at about 3 yuan, while the Baijia surname version is priced at 99 yuan, and the specification is 310ml*12 cans. The average price is 8.25 yuan/bottle.
The price difference between the two is almost three times, but the only difference in product quality is the last name on the packaging. This also makes many netizens think it is an IQ tax.
I hope this version of the college entrance examination will be more "conscientious". Wong Lo Kat applied for Wanshi Daji and other trademarks, and the bottle was customized to cheer for the college entrance examination 3
Ten years of hard work, but overnight success. It is the college entrance examination season again, and thousands of students are about to rush to the examination hall to welcome the important moment of life.
Every year before and after the college entrance examination, it is an important node for brand marketing. For brands, this is also a "marketing test" that can pass five hurdles and defeat six generals at once.
During last year’s college entrance examination season, Wonglaoji launched the “College Entrance Examination Lucky Can” and “Teacher Appreciation Can” to call candidates, sparking discussions in circles.
This year, Wanglaoji has specially launched a college entrance examination customized can for the 2022 college entrance examination students, and also launched a college entrance examination blessing TVC to cheer for the college entrance examination students.
Customized cans for the college entrance examination are launched online
Cheer for candidates
Contemporary young people believe deeply in metaphysics. In order to get good grades, they worship Confucius and forward koi. There are all kinds of strange and strange ways of praying for "high school", including asking for horoscopes, reading birth dates, wearing red clothes, jumping high and touching rice dumplings to pray for "high school". As long as it can bring good luck, contemporary young people who believe deeply in metaphysics are willing to try it.
It is precisely because of the insight into this phenomenon that Wanglaoji launched the college entrance examination refueling tank when the college entrance examination is approaching to give candidates good luck.
Compared with printing blessings on the bottles last year, this year Wong Lo Kat has further subdivided the scenes, and specially launched the "High School Banji Jar", "College Entrance Examination Subject Jar" and "Wanshi Daji Jar" Three special custom cans.
"High School Class 3 Banji Can" has the class number printed on each bottle to strengthen the sense of group belonging in the corresponding class. "High School 3 Class Banji Can" printed with different classes bears witness to the memories of students' high school struggles. .
The "College Entrance Examination Subject Pots" include language and mathematics, politics, history and geography, and physics, chemistry and biology. Regardless of liberal arts or science students, they can use the "College Entrance Examination Subject Jar" to cheer themselves up. Such discipline jars with auspicious words endow the product with "good luck" attributes.
"Ten Thousand Tests of a Lucky Can" cleverly uses homophones to wish success in the exam and avoid cheating in the exam.
Candidates are preparing for the college entrance examination. Who else is nervous along with them? Parents and teachers, of course.
In order to enhance the sense of ritual support for the College Entrance Examination, Wanglaoji specially customized the College Entrance Examination Daji Can and Love Examination Aid activities, and also launched a set of college entrance examination support posters with different identities to allow teachers, parents, grandparents to encourage students and enhance Confidence of candidates and test chaperones in preparing for the test.
Wanglaoji College Entrance Examination customized cans convey the auspicious culture of Wonglaoji herbal tea from a spiritual level. It not only links the brand and consumer emotions, but also conveys positive power to candidates and parents.
Deeply cultivate the "auspicious" culture
Strongly play the "auspicious" symbol
For brands, it is difficult to use product functions as selling points When bringing new ideas to consumers, shaping brand cultural symbols and establishing the best moat of brand value become a new breakthrough point for the brand.
marketing proposition.
Whenever the Chinese do anything, they will pay attention to auspicious times and days, as a good omen. Therefore, the name Wong Lao Kat itself can make people feel good and form recognition and trust in the brand.
Therefore, in addition to conquering users in terms of product quality, Wong Lao Kat herbal tea also needs to use a unique marketing method to seize the minds of users with the red can "Ji Culture".
Wanglaoji has always been good at bottle marketing. It has previously launched various bottle packaging with social attributes such as Baijia Surname Can and Teacher Can to attract young people.
Although the theme of Wong Lo Kat’s customized cans is constantly updated and evolved, the Kat culture rooted in the brand has never changed.
Wanglaoji herbal tea brings good luck to users by meeting their needs in festival marketing scenarios and important moments in life.
Nowadays, Generation Z has undoubtedly become the mainstream consumer group. To attract young people, brands must adapt to their consumption concepts, shape the social attributes of their products, and connect with young people. Play together.
Wanglaoji’s bottle marketing has successfully implanted the brand’s “Ji culture” into the hearts of users, turning the red can of herbal tea into a highly recognizable visual symbol of the brand.
For users, Wong Lao Kat is not only a herbal tea to relieve fire, but also a product that meets social needs. Wong Lao Kat has transformed the can from a simple product into a communication medium with emotion at its core. , strengthen the emotional connection with users and form brand stickiness.