What people are talking about and discussing in the past two days must be the CCTV Spring Festival Gala on New Year’s Eve. As a national-level program, it is not only a rich cultural feast for the national audience, but also a key node for national traffic and emotional explosion for brands. , and it is a battleground for brand marketing.
Careful friends have noticed that ad calcium milk has played a "big" role in the Spring Festival Gala. After Wahaha's Very Coke and Nutrition Express appeared on the CCTV Spring Festival Gala in 2022 and 2023, Wahaha ad calcium milk once again appeared in the 2024 CCTV Spring Festival Gala. As the beverage brand selected for the China Central Radio and Television Station's 2024 "Spring Festival Gala", Wahaha's in-depth binding with the Spring Festival Gala has won massive exposure and traffic for the brand, and has once again evoked classic memories in consumers' minds, demonstrating the strength of leading consumer brands. .
From taking advantage of the momentum to forming a trend, realizing online and offline IP linkage
In the Spring Festival Gala of the Year of the Dragon, a marketing battlefield where big names gather and vying for success, Wahaha has given a unique solution to the problem, with "taking advantage of the momentum of the Spring Festival Gala + emotional marketing + cross-screen The combination of "Interactive" is leading the brand upgrade. Focusing on the core point of IP communication that recalls childlike innocence, "Be a big kid", it re-enacts childhood classics, doubles happiness, and maximizes the firepower of Spring Festival marketing.
When the 400ml AD calcium milk for older children appeared on the CCTV Spring Festival Gala, "Don't grow up during the New Year, be a big child" became a keyword in social media comments. Everyone checked in to see the Happy New Year exclusive for older children - "the same ad for the Spring Festival Gala" Calcium Milk”. Under the topic "ad calcium milk to watch the Spring Festival Gala with you" launched by Wahaha's official blog, netizens not only found out the ad calcium milk in various Spring Festival Gala shots, but also showed off the ad calcium milk on their own New Year's Eve dinner table, " I suddenly remembered the feeling of watching the Spring Festival Gala and drinking AD calcium milk when I was a child. "Other people say that I have grown up again during the New Year, but only Wahaha treats me as a child." Comments such as these flooded the Internet, and the three-dimensional crossover formed by the large screen of TV and the small screen of mobile phone Screen interactive, ad calcium milk related Weibo topic exposure has exceeded 240 million, and the brand’s reputation continues to expand.
With the strong appeal of the mainstream platform resources of CCTV Spring Festival Gala, Wahaha cooperated with social media experts such as Douyin and Xiaohongshu to carry out multi-point and three-dimensional grass-roots communication. Topics related to ad calcium milk won continuous exposure and further It has accumulated product popularity and attracted traffic to e-commerce. While
has launched a series of online marketing combinations to rapidly increase brand potential, ad calcium milk has made every effort to activate offline marketing channels, achieve linkage between online and offline IP, and absorb brand popularity. In the popular shopping malls, in conjunction with the festive and lively promotional materials of the Year of the Dragon, a vivid themed display is carried out to empower the product cultural attributes of "drink ad in the New Year and be a big kid", strongly exaggerate the festive atmosphere, and match the advertising theme of the Spring Festival Gala. The main visual image interacts with offline sales scenarios and stimulates consumers' desire to purchase.
A popular "national Internet celebrity" for 28 years, it continues to upgrade its brand core.
The reason why Wahaha has the confidence to shout "Be a big kid in the New Year" during the Spring Festival marketing is precisely because the ad calcium milk, which was born in 1996, is not only Wahaha's flagship product is a super IP gold mine. Since the birth of ad calcium milk, it has been popular for 28 years with its sweet, sour and rich milky flavor. With the brand core of "childlike innocence" and "underage", it has become a powerful IP with countless fans. Its popularity has not diminished since its debut.
Wahaha’s brand renewal achievements in recent years are obvious to all. Under the leadership of Zong Fuli, ad calcium milk has based on its own advantages and has comprehensively promoted IP-based creation since 2018. Starting from the taste point of view, we have successively launched ad calcium milk-flavored mooncakes, rice dumplings, and ice cream, allowing the sour and sweet classic taste of ad calcium milk to break through the limitations of the bottle; in terms of visual reshaping, we use ad calcium milk’s homemade emoticons and peripheral products, to continuously deepen the visual memory of IP and achieve the brand's new generation audience; in terms of brand concept, ad calcium milk proposed the concept of "today's minors", and cooperated with bilibiliworld to create June 1st Festival, customized dimoo packaging, and Onmyoji Packaging, Teddy collection packaging and other methods will continue to extend vertically to various circles of people such as the trendy entertainment circle and the two-dimensional circle, injecting more diverse "childlike innocence" concepts into the products.
's 28 consecutive years of best-selling performance demonstrates the powerful appeal of a classic beverage product across time dimensions.Ad Calcium Milk uses its own powerful IP to continuously release its influence, advocating for older children to break the shackles of age. While loosening the minds of older children, it has invisibly completed another upgrade of the brand core.
Emotional marketing demonstrates the brand's warmth and colludes with young people to "get out of the circle"
In this unique Spring Festival marketing, Wahaha is based on the accumulation of brand culture and focuses on the core proposition of a "happy big child" to deepen and penetrate , achieve empathy through emotional communication, thereby maximizing communication and accumulating brand reputation.
These creative gameplays of Wahaha are based on the understanding, empathy and care of consumers' inner world, and achieve "collusion" between the brand and young people through emotional communication. Behind Wahaha's marketing "out of the circle" is the perfect combination of marketing nodes, brand propositions and product features, so that consumers of all generations can experience those pleasant and satisfying moments in re-"classics" and find spiritual resonate with Wahaha and feel the sincerity and warmth of Wahaha as a national brand of food and beverages.
David Ogilvy said that every advertisement should contribute to the overall image of the brand - and it is also a long-term investment in building the brand's reputation. From the Chinese-style Coca-Cola in the Spring Festival Gala of the Year of the Tiger, the Big Red Bottle Nutritional Express in the Spring Festival Gala of the Year of the Rabbit, to the "grown-up" ad calcium milk in the Spring Festival Gala of the Year of the Dragon, Wahaha provides consumers with high-quality products while also always focusing on making the brand truly accessible. Achieve emotional resonance in the hearts of consumers. Wahaha's emotional marketing is in line with the current life attitude and group consciousness of young people, demonstrating the height of thinking of a national brand. It joins hands with consumers to form a joint force in the New Year and create unlimited vitality at the beginning of the Year of the Dragon. How domestic consumer brands take advantage of new consumer trends deserves more attention.
