Company Website

www.yili.com

Company Introduction

Yili ranks among the Global Dairy Top 5 and has sustained an undisputable position of No. 1 in Asia for eight successive years. Yili is also China’s largest dairy producer, offering the largest number of products. Yili was selected to serve as the exclusive supplier of dairy products and services at major international events.

Product concept, highlights and added value

The design of Ambrosial normal temperature yogurt environment-friendly ink reduction package is based on the theme of "protect nature, focus on ecology". Through the three feasible environmental protection and carbon reduction actions including plastic reduction, ink reduction and recyclability, the design reflects "reduce ink and plastic, return to simple beauty".  Ambrosial aims to keep the aesthetic and awaken consumers' awareness of sustainable development by simplifying the packaging design, so as to guide consumers to pursue sustainable development and develop green consumption habits. Meanwhile, Ambrosial has joined hands with Alibaba, China's largest e-commerce company, to create an environmental alliance to fully implement environmental protection actions through global co-creation. Also，Ambrosial co-create "One Million Carbon Reduction Plan" with Cainiao and implement carbon reduction activities in Cainiao Green Home
Ink reduction, eco-friendly packaging, and extensive marketing campaigns were intuitively implemented to promote environmental protection. Externally, the influence was diffused to advocate environmental protection through cooperation with Ali and other large enterprises, targeting the population with digital empowerment. Internally, the recycling chain was improved, and creative peripherals were developed, all with the goal of "protecting nature and caring for ecology." Emission reduction, low carbon, and protection of natural resources were all realized, and the environmental protection concept was disseminated to the widest possible audience thanks to the strategy and campaign. Based on the UN sustainable development goals, we aim to create a better world in which to live.

Product Images

Please briefly describe how your product communicates with consumers

We accurately targeted at consumers who are more concerned about environmental protection; incorporated the linkage flow of major e-commerce platforms; increased exposure and appeal through the use of well-known brand spokespersons; carried out simultaneous dissemination using the official accounts of AMBROSIAL, Cainiao, Tmall Supermarket, Tmall Food, etc.; key recommendations by famous KOLs in new media; released a film on environmental protection with XINHUANET to maximize the influence—all of this helped spread the word about the concept of carbon emission reduction and environmental protection..

Following the introduction of AMBROSIAL's eco-friendly packaging, the following marketing and communication initiatives were undertaken: "Million Carbon Reduction Plan" developed in collaboration with Ali Ecology and Cainiao Guoguo; launch of public welfare project to protect Laohegou with Ali Public Welfare; launch of special recycling activities; establishment of a Tmall carbon account to quantify carbon emission reduction actions; development of a range of environmental protection peripherals to promote the brand's concept of sustainable development.

Product Images

Ingredients List Photograph

Launch Date

2022-6

Target Consumer

The environmentally friendly packaging is targeted at consumers who are more concerned about environmental protection and have a greater sense of social responsibility. They are a consumer group who enjoy exploring different tastes and flavors, pursuing high-end products, lifestyles and fashion trends while also focusing on a brand’s social value.

Weight/Volume per Pack

205g x 16

Price per Item

88元

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

CHINA

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 餐饮&酒店 Restaurants & Hotel

Market Performance

Within 20 days, 210,000 products were sold through e-commerce channels. The campaign precisely targeted 99.8% of the green population and reached 68% of the interested population. The campaign topic on social platforms attracted participation by 290 million people in discussions. The environmental protection publicity video was on the first place of the most searched hashtags on Weibo, with 9.87 million hits and 809,000 video views. The marketing campaign for AMBROSIAL's eco-friendly products resulted in a net reduction of approximately 1002 kg of carbon dioxide emissions and saved nearly 10 tons of water, making a real contribution to environmental protection.