Company Website
www.yili.com
Product concept, highlights and added value
Based on research on consumer purchasing behavior, the primary consideration when consumers buy beverage products is taste and flavor. This is particularly true for probiotic drinks, where being “delicious” remains one of their core values. In the core consumption scenarios for probiotic drinks—dining occasions—consumers’ primary needs focus on enjoyment and indulgence as well as refreshing and balancing flavors.
Meiyitian Lactobacillus Drink White as a refreshing active Lactobacillus Drink, adopts development ideas inspired by trending drinks, continuously capturing popular flavor trends. It strives to better meet the evolving and innovative demands of young consumers for beverages, attracting more young drinkers, leading flavor trends in the category, and enhancing product penetration and preference.
In 2024, after multiple rounds of consumer testing, Pomelo & Grapefruit flavor was selected from over 30 trending flavors as the one most favored by young consumers. By carefully selecting Mediterranean-imported red grapefruit and golden pomelo from Fujian, China, and precisely blending them with Meiyitian Lactobacillus Drink White , the new flavor preserves the sweet and tangy taste of Mediterranean red grapefruit while retaining the refreshing juiciness of golden pomelo. The rich grapefruit aroma delivers a multi-layered taste experience: a refreshing grapefruit fragrance in the top note, a tangy and sweet probiotic flavor in the middle, and a lingering grapefruit sweetness in the aftertaste—truly doubling the refreshment and deliciousness.
The new Meiyitian Lactobacillus Drink White - Pomelo & Grapefruit flavor captures young consumers’ consumption scenarios such as outings and gatherings, better catering to their demand for ready-to-drink beverages. With its refreshing and delightful taste, combined with dopamine-inspired colorful packaging, it allows consumers to enjoy indulgent dining and drinking without guilt while adding vibrant and lively emotional value. This helps the brand continue to lead the white active lactobacillus drinkcategory.
Product Images
Please briefly describe how your product communicates with consumers
Focusing on young consumers and their preferences for beverage products and marketing activities, Meiyitian Lactobacillus Drink White drives new product development and integrated marketing campaigns. Through youth-focused strategies, the brand aims to comprehensively enhance its penetration among young consumers.
1. Product Innovation in Lactobacillus Drink
By leading product innovation in the active milk category, the Meiyitian Lactobacillus Drink White product line introduced the newPomelo & Grapefruit flavor, based on insights into consumer preferences and trending beverage flavors. The packaging retains the refreshing and visually appealing style favored by young consumers. The new flavor meets their demand for innovative and exciting beverage experiences.
2. Leveraging Traffic
During the product launch phase, the brand collaborated with influencer and artist Fang Yilun to create the summer-themed campaign “YoYo Refreshing Now”. Additionally, during the peak season, it sponsored the popular variety show “Mao Xue Wang”, featuring creative product placements and in-show integrations to continuously expand exposure for the new product.
3. Hotspot Marketing
Riding the trend of the Weifang Kite Festival, the brand launched a PR event titled “Meiyitian Kite Carnival” at the festival. Creative offline activities such as pop-up stores and influencer visits successfully ignited buzz around the new product, enhancing both brand and product awareness.
4. Cross-Industry Collaborations
Highlighting Meiyitian Lactobacillus Drink White‘s refreshing and palate-cleansing qualities, the brand partnered with Pizza Hut to host a “YoYo Refreshing Party”, launching a summer-exclusive combo. This collaboration helped increase consumer awareness of the new product and supported its integrated marketing efforts.
5. Promotional Marketing Activities
To complement the product launch, a “Uncap and Win Big Prizes” QR code sweepstakes campaign was initiated. The prizes included trendy items most appealing to the target audience, such as the Apple Vision Pro and DJI Osmo Pocket 3. To further amplify the buzz, the campaign utilized creative macro video formats to promote the Kite Carnival and the QR code sweepstakes, creating synergy with the new product launch.
Product Images
Ingredients List Photograph
Launch Date
2024-3
Target Consumer
The primary audience is young people under 25, mostly well-educated, including students and entry-level professionals, with middle-to-low incomes. From appearance to taste, from trends to quality, they trust their own choices and have an insatiable pursuit of “freshness.”
Weight/Volume per Pack
330mL
Price per Item
7.5元/瓶
Storage requirements
冷藏（0-4℃）
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