Mengniu titled the World Cup, see the personalized packaging new gameplay
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On the morning of December 20, 2017, Mengniu Group and FIFA jointly announced at the Beijing National Convention Center that Mengniu officially became the official sponsor of the 2018 World Cup. Mengniu's four major categories of products won the "FIFA World Cup official drinking yogurt" "FIFA World Cup official prefabricated ice cream" and "FIFA World Cup Greater China official milk" "FIFA World Cup Greater China official milk powder" Honor. What is even more proud is that Mengniu is the first Dairy brand of FIFA's global sponsorship level, and the first brand of the Chinese food and beverage industry to become the global sponsor of the World Cup. Mengniu won the top spot and became the first dairy brand to appear in the World Cup.
Following the 2018 FIFA World Cup strategy conference, Mengniu completed the online multi-brand advertising, multiple building TV commercials, and more than 100 SKUs in less than 12 days. In just 18 days, the first World Cup theme packaging was launched. product. Subsequently, many classic products of Mengniu's various categories also appeared in the "World Cup robes", forming a shining "star team" on the Russian World Cup this summer. In this dress-up battle, Mengniu made full use of variable data packaging, and the online and offline integration, began a new marketing path.
Because of the World Cup, Mengniu has opened a new round of product marketing model. The Mengniu dairy products in the World Cup robes are equipped with a unique QR code, one box and one yard, one bottle and one yard. Consumers can receive a red envelope by scanning the QR code on the DM sheet in the FCL product or the QR code on the bottle cap. The bonus amount is 666.66/66.66/6.66/0.66/0.36 yuan, and the overall winning rate is 100%. . At the same time, you can also get the "real cow card" or "super cow card", participate in the national card collection, card exchange for World Cup tickets and other multiple gift cards. It can be purchased through the purchase of products, WeChat campaigns over 10,000 steps, or through social sharing. Collecting the real cattle card can participate in the lucky draw, real cattle card + super cattle card can get more generous gifts, such as LCD TV, World Cup tickets, World Cup double luxury package. For online activities, Mengniu specially developed the WeChat small program - Mengniu FIFA World Cup. Red envelopes, card draws, social interactions and other forms of marketing, so that this activity can be spread on the WeChat social platform, let more people know, and can effectively convert online traffic into offline purchasing power; WeChat campaign The 10,000-step exchange format is also in line with Mengniu’s original intention of the World Cup, the National Sports. This form of one bottle and one code and one DM code can only be realized by digital printing, and digital printing technology is capable of empowering products.
In the wave of the Internet economy, traditional economic fields and marketing models are constantly being infiltrated by the concept of “Internet +”, using variable data codes on product packaging to match online applications, such as WeChat, QQ and other social apps, to play a community effect. Advantages, product marketing activities are fissible and well-known. While increasing consumer engagement, it can also stimulate consumers to purchase more. The product marketing model of “Variable Data Packaging + Internet” is gradually recognized and applied by terminal brands.
In addition to this variable data packaging + Internet marketing approach, personalized, low-volume packaging products presented in digital printing are gaining more and more attention, and gradually form a set of business logic of their own. For example, there is a company selling coffee beans in foreign countries. There are many farms. The light, soil and water of each farm are different. The quality of the coffee beans produced in the end is also different. In order to facilitate the differentiation of the origin of coffee beans, and to facilitate consumers to know which farm each coffee bean comes from, the coffee beans of each farm are individually packaged with the unique QR code of each farm. It is easy for companies to tell which farm the coffee beans come from, which is convenient for storage management. Consumers can also know the light conditions and soil conditions of each farm by scanning the QR code on the package. Coincidentally, there is also a candy production company in China - Shandong Green Love, which is a mint sugar producer and processor, but in 2016 introduced the first domestic HP Indigo 20000 digital press for small orders, fast and personalized. Candy bag. Through the "+Internet" model, Green Love Candy has been labeled as "Advertising Media Sugar", which has created a new model of "Sugarless Peppermint Candy + Personalized Packaging Customization + H5 Advertising", a new way to play candy O2O mode. . Through the "cross-border robbery", Green Love has created its own business model using the Internet and digital printing technology.
The application of digital printing technology on packaging is no longer simply to introduce some novel small-volume packaging that can catch consumers' attention and pursue hot spots. Instead, it begins to explore more in-depth cooperation and product marketing models. The application of digital printing technology in packaging is not driven by a packaging company or a number of packaging companies. This requires end-brand manufacturers and printing and packaging companies to work together to create new strategies for product marketing in order to promote the progress and development of the entire industry chain.