Wang Laoji applied for trademarks such as Wanshiji Dajie, and the bottle was customized to cheer for the college entrance examination. Now that the college entrance examination is approaching, Wang Laoji's special packaging version is also a blessing to college entrance examination students. Wang Laoji applied for trademarks such as Wanshiji Dajie, and the bottle was customized to cheer for the college entrance examination.

Wang Laoji applied for trademarks such as Sister Shiwan, and the bottle was customized to cheer for the college entrance examination. The sun is just right in May, and the summer heat begins to appear. Numerous students in the classroom are making a final sprint to the upcoming college entrance examination season. As a hot social node concerned by the whole people, it not only determines the future life direction of candidates, but also carries the most unforgettable fragments of students' memories of youth.

At the same time, the expanding social influence of the college entrance examination and the increasing traffic effect have also focused the attention of more and more brands. Every year before and after the college entrance examination, the brand is committed to opening up a front outside the examination room, trying to pass this big exam and make amazing achievements in it.

However, with the increasing temperature of the college entrance examination and the hot topic, the battlefield will become more and more fierce, and product co-branding, emotional shock and scene restoration will emerge one after another. Whether you can successfully stand out from the fierce brand war and create your own unique college entrance examination IP is particularly critical.

As the college entrance examination bell is about to ring, the national herbal tea brand Wang Laoji takes the lead in entering the college entrance examination. With a combination of good luck and good luck, he successively opened up three dimensions of products, scenes and emotions with customized cans of college entrance examination bottles, and sent many blessings to college entrance examination students. At the same time, the atmosphere and ritual of the college entrance examination were instantly filled.

Emotion+product two-pronged approach

Wang Lao Ji's college entrance examination has reached a new high.

As the first important turning point in life, the college entrance examination is of great significance to everyone.

It not only symbolizes that we are about to start a brand-new academic career stage, but also marks that a generation is moving from youth to maturity. Those years of hard work and struggle are missed by people who have passed by, and the teenagers who have not graduated are full of expectations. Everyone can find their own memories of youth on the college entrance examination node.

Therefore, the first shot of the college entrance examination started by Wang Laoji this year is also based on the complex thoughts of the college entrance examination, and uses a short film with the theme of the college entrance examination to outline the youthful years of students without regrets.

The ever-changing countdown on the blackboard, the teacher's earnest instruction on the platform, the mountains of books and papers on the desktop, the problems that can't be solved, the sweat running on the playground, the heroic talk about the peak meeting in the future, and the confidence to encourage each other, * * * isomorphism has built a high school period that everyone can know and feel, and Wang Laoji quietly reached the same frequency with the public in emotional dimension.

At the same time, Wang Laoji also knows that the emotional vibration created by the immersive content context can only make the public have a good impression on the brand. If they want to link the Z generation more effectively and externalize the internal emotional vibration into a physical bond, they can truly grasp the user's mind from the inside out.

In combination with the announcement of the short film on the theme of the college entrance examination, Wang Laoji specially launched three series of customized cans for the college entrance examination, namely, "Guiguan for Senior Three Class", "Theme jar for the college entrance examination" and "All-round Success jar", which enabled Wang Laoji to flourish in his "good luck culture" and skillfully realized the dual effects of emotional preemption and product exposure.

In addition, DIY customization of classes, disciplines and other details has also become a social artifact for candidates to cheer each other up while conveying their blessings. Wang Lao Ji's product function of cooling and reducing fire can meet the needs of candidates in many aspects physically, and countless "good luck" wishes meet the emotional needs of candidates from the psychological level. Both emotions and products have successfully won the favor of the majority of candidates.

What's more worth mentioning is that Wang Laoji didn't confine his perspective to the brand level, but magnified the good fortune of the college entrance examination to a broader social level, actively engaged in topic interaction on social platforms such as Weibo, and invited more netizens to offer suggestions for senior three students who are about to enter the examination room and impart examination experience. While sincerely wishing candidates good results, he also used the user's UGC content to infiltrate the volume of customized cans for the college entrance examination into a more diversified young circle.

Interpretation of bottle marketing from multiple angles

Brand rejuvenation, personality out of the circle

Baudrillard said in Consumer Society: "In modern society, consumption has changed from an economic concept to a cultural concept."

In fact, brand and consumer thinking have two dimensions:

For a brand, when it develops to a certain volume and height, product strength is no longer the only factor that determines the upper limit. Strengthening brand personality and shaping unique brand culture IP with differentiated marketing are the key factors for brand evergreen.

For consumers, Generation Z, which has made a high-profile appearance under the background of rapid social development, lives in a material-rich world. In addition to functional consumption, they are more eager for a higher level of emotional vibration, thus boosting value consumption.

As a national brand of herbal tea, Wang Laoji's sales reached 9 billion as early as 2007, surpassing Coca-Cola, Pepsi-Cola and Red Bull to become the first brand of canned drinks in China, and then ranked first in the field of herbal tea for four consecutive years, holding the top spot.

However, with the strong entry of the younger generation of consumers, the traditional industry has ushered in a wave of great changes. In order to seek a greater breakthrough in traffic and enter a more diversified young market, Wang Laoji began to build a unique brand personality IP based on his own "Ji culture", and the ever-changing bottle marketing became the most effective way for Wang Laoji to link Z generation.

As early as before the customized bottle of the college entrance examination that directly poked the pain points of candidates, Wang Laoji used a totem jar with hundreds of surnames to spread all over the Internet in the Spring Festival last year. In this marketing, Wang Laoji was officially renamed as "X Laoji" with hundreds of surnames, such as Li Laoji, Chen Laoji, Pan Laoji, Ma Laoji and Zhao Laoji. Netizens from all walks of life have said that Wang Laoji's product operation is really a genius.

The reason why this customized jar with 100 family names can be popular on the Internet depends on a DIY model. Consumers can always find their own exclusive "X Lao Ji" from so many jars with surnames written on them, which can not only become a unique sense of family ceremony at the Spring Festival dinner table, but also become a good gift for visiting relatives and friends with its rich and auspicious characteristics.

Then, in March, Wang Laoji also launched a customized exclusive city delicious jar. In the future, Chinese food from all parts of the country will be printed on the bottle, including hot pot strings in Sichuan, soup packets in Henan, hand-grabbed mutton in Qinghai, meat buns in Shaanxi and so on. An altar of Wang Lao Ji with a table of delicious food makes people want to stop.

In May, Wang Laoji launched a lucky jar with the theme of "Good luck every day and all the best". The bottle contains almost every auspicious moment in life, such as May Day, travel, marriage, occupation and reunion, which vividly conveys Wang Laoji's brand value proposition that "when it is auspicious, there must be Wang Laoji".

In addition to constantly exerting strength through popular social nodes and festivals, Wang Laoji also actively linked a number of popular games including Peace Elite, The Fifth Personality and Fantasy Westward Journey, as well as famous film and television works such as Great Expectations, Entrepreneurial Times and Tomorrow's Son, and further infiltrated the brand's youthful vitality into games, film and television variety shows and other diverse fields, and reached an intimate dialogue with Z generation users in the form of creative bottles.

What's more worth mentioning is that Wang Laoji's series of interesting evaluation marketing not only brings all kinds of good wishes to the packaging itself, but more importantly, it further narrows the distance between the brand and consumers. Through the DIY form of the bottle body, young people can fully grasp the discourse dominance in marketing, further stimulate users' desire to share through personalized customization, and endow customized cans and bottles with more powerful social currency attributes besides the content, so that they can be transmitted in circles among young people.

On the basis of customized cans, Wang Lao Ji has brought youthfulness to a new height through a series of ways such as cross-border linkage, and gradually created his own personalized IP of "Ji Culture" through repeated rejuvenation of bottles, with a unique brand image, which opened a broad door for brands to enter the youthfulness market.

Take products as the core.

Constructing differentiated brand moat

Looking at a series of marketing of Wang Laoji, it is not difficult to find that almost all the games of this brand of red canned herbal tea revolve around the product, from the function output of "afraid of getting angry and drinking Wang Laoji" to the value concept output of "drinking Wang Laoji in auspicious years" to the customized canned games of major popular holiday nodes, the product has always occupied a firm core position.

It can be said that this is the cautious layout of traditional brands for rejuvenation, but it is more reflected in the strong product strength of this red pot herbal tea itself. Whether it is game innovation or value empowerment, brands have always relied on the hard power of products, pursued a closed-loop marketing of product and effect integration, and created a more diversified and personalized brand moat with "Kyrgyzstan culture" as the core under different market backgrounds.

Therefore, no matter how the brand's marketing methods change, the public can always clearly see the figure of red pot herbal tea in their minds while touching Wang Laoji's young personality vitality. Every marketing is a deepening of product memory. Red jar is the representative color of the brand and the realistic carrier of "Kyrgyzstan culture". With the long-term and continuous marketing path, the double-effect integration of Wang Laoji's brand awareness and value concept has been realized, and it has also become a unique way for brands to sprint the young market.

According to the trademark information, Guangzhou Wang Lao Ji Da Health Industry Co., Ltd. recently applied to register a number of trademarks related to the college entrance examination, including "Senior Three, Class Rules", "Wanjuan Exam", "Super Lucky Play", "Keke Jiaji", "Chinese Lucky", "Mathematics Lucky" and "English Lucky".

The international classification of these trademarks includes advertising sales, beer and beverages. At present, the trademark is being applied for registration.

Many netizens have speculated that Wang Laoji will "live forever" on cans again, and he wants to play cans.

It is reported that before the Spring Festival in June 5438+ 10 this year, Wang Laoji had launched a version with hundreds of surnames, which was officially called a totem jar, including more than one surname totem product of Li Laoji, Chen Laoji, Bai Laoji, Fan Laoji, Fang Laoji, Ren Laoji and Jin Laoji 100.

At that time, before the Spring Festival, many netizens found it interesting and bought it for relatives and friends, or kept it as a souvenir.

Now that the college entrance examination is approaching, if Wang Laoji launches a similar special packaging version, it will also send a blessing to the college entrance examination students.

However, it should be noted that the price of the regular version of Wang Laoji is around 3 yuan, while the price of the version of Baijia surname is 99 yuan, with the specification of 3 10ml* 12 cans, and the average price is 8.25 yuan/bottle.

The price difference between the two is almost three times, but the only difference between the products is the surname on the package, which also makes many netizens think it is an IQ tax.

I hope that the version of the college entrance examination is more "conscience".

Wang Laoji applied for trademarks such as Wanshiji Dajie, and the bottle was customized for the 30-year college entrance examination. It is another college entrance examination season, and thousands of students will go to the examination room to meet the important moment of life.

Every year before and after the college entrance examination, it is an important node of brand marketing. For the brand, it is also a "marketing test" that has passed five customs and cut six generals.

Last year's college entrance examination season, Wang Laoji launched the "College Entrance Examination Pot" and "Thanks to the Teacher Pot" to call on candidates, which triggered discussions in the circle.

This year, Wang Laoji specially launched a jar customized for the 2022 college entrance examination students, and also launched the college entrance examination blessing TVC to cheer for the college entrance examination students.

Shang Xian examination custom made Guan

Cheer for the candidate.

Contemporary young people believe in metaphysics. In order to get a good grade in the exam, all kinds of strange praying tricks emerge one after another, such as worshiping Confucius, forwarding koi fish, seeking eight characters, watching birthdays, wearing red clothes, jumping high and touching zongzi to pray for "high school". As long as it can bring good luck, contemporary young people who believe in metaphysics are willing to try.

It is precisely because of his insight into this phenomenon that Wang Laoji launched the college entrance examination fuel tank on the occasion of the college entrance examination to give candidates good luck.

Compared with last year, Wang Laoji printed a message on the bottle. This year, he subdivided the scenes and specially launched three specially customized cans, namely "Bangui Pot for Senior Three", "College Entrance Examination Pot" and "Try Everything".

Each bottle of the "Senior Three Class Gauge Pot" is printed with the class number to strengthen the sense of belonging to the corresponding class. The "Senior Three Class Rules Pot" printed with different classes bears witness to the memories of students' struggle in high school.

"College entrance examination subject slot" includes foreign languages, politics, history, geography, physics, chemistry and other subject slots. Both liberal arts students and science students can use the "college entrance examination subject tank" to cheer themselves up. This auspicious instrument endows the product with the attribute of "good luck".

"Try everything" is a clever use of homophonic terrier. I wish you success in the exam and start it.

Candidates are preparing for the college entrance examination. Who else is nervous about them? Parents and teachers, of course.

In order to enhance the sense of ceremony of the college entrance examination, Wang Laoji specially customized the activities of the college entrance examination and caring for the exam, and also launched a set of posters with different identities to encourage teachers, parents and grandparents to encourage students and enhance the confidence of candidates and accompanying examinees in preparing for the exam.

Wang Lao Ji's customized pot for college entrance examination conveys the auspicious culture of Wang Lao Ji's herbal tea from the spiritual level, which not only links the brand and consumer emotions, but also conveys positive power to candidates and parents.

Deeply cultivate "Ji" culture

The "auspicious" symbol of force.

For brands, when the selling points of product functions are difficult to bring new ideas to consumers, it has become a new breakthrough point for brands to shape brand cultural symbols and establish the best moat of brand value.

Nowadays, the slogan "I am afraid of getting angry and drinking Wang Laoji" has become a household name. In addition to expounding the functional selling point of the product "removing fire", how to play new ideas in Wang Can Laojiao has also become a marketing proposition that the brand must consider.

China people will pay attention to auspicious days in everything they do, so as to create a good omen. Therefore, the name Wang Laoji 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, Wang Laoji Herbal Tea also needs to make the red jar "Ji Culture" capture users' minds through unique marketing means.

Wang Laoji has always been good at bottle marketing. Prior to this, he had introduced various bottle packages with social attributes, such as changeable cans and teacher cans, to attract young people.

Although the theme of Wang Lao Ji's customized cans is constantly evolving, its culture rooted in the brand has not changed.

Wang Lao Ji herbal tea brings good luck to users by meeting their needs in holiday marketing scenes and important moments in life.

Nowadays, Generation Z has undoubtedly become the mainstream consumer group. To attract young people, brands must conform to young people's consumption concepts, shape the social attributes of products, and play with young people.

Wang Lao Ji's bottle marketing has successfully implanted the brand's "auspicious culture" into users' hearts and precipitated the red canned herbal tea into a highly recognizable visual symbol of the brand.

For users, Wang Lao Ji is not only a herbal tea to remove fire, but also a product to meet social needs. Wang Lao Ji changed the tank from a simple product into an emotional communication medium, which strengthened the emotional connection with users and formed brand stickiness.