Youngfun Flavored Milk Drink x Donald Duck Limited Edition Packaging Design_Inner Mongolia Yili Industrial Group Co., Ltd _Wow Food_FBIF Wow Food Awards, Food and Beverage Innovation Competition-Product、Packaging、Marketing

Youngfun Flavored Milk Drink x Donald Duck Limited Edition Packaging Design

Product Design Category | Product Design Category (Beverage)

Inner Mongolia Yili Industrial Group Co., Ltd

Type of applicant company

品牌方

Country

中国

Company Website

www.yili.com

Images

Brand of the Product

Youngfun

Designer Name

Group Creative Director: Andrew Wan Associate, Creative Director: Serean Tan, Art Director: Pipi Chen, Senior Copywriter: KK Chen, Production: Yanqing Chen

Position of Designer

NONE

Target Consumer

Co-branded packaging is aimed at the young generation, who are looking for personal expression and emotional value, and are fun-loving and playful. They care about brand culture and product diversity, have a sense of innovation, enjoy sharing their own experiences through social media, and expect products to become part of their lifestyle and social interactions.

Distribution Channels

电商 E-commerce

Positioning

限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition

Design Story

On the occasion of Donald Duck's 90th anniversary, Youngfun took advantage of the situation and grasped young people's emotional insights to create the “Tang Lao Ya (Lying Donald Duck )" IP marketing theme ("Tang Lao Ya "is the chinese name of Donald Duck and "Tang"(躺） also means lying down in Chinese), and launched the co-branded limited edition packaging, which injected more brand vitality into the product, and empowered the e-commerce promotion time node to help increase volume in the peak season. Under the environment of serious rat race, young people use "lying flat" (which often means quiet quiiting in Chinese) as an outlet to make self-mockery and release their emotion, and "lying flat culture" has become the language of communication among young people. The packaging integrates Donald Duck's IP with this insight to create a design that is close to young people's lives with the theme of "Lying Donald Duck". The design of the product packaging "lying" and the use of pop-style design combined with youthful copywriting communication further enhanced the fun of the packaging, so that the packaging has become a carrier for young people to show their own attitude to life, making them willing to share on the Internet and with their friends.

Highlights

(1) The image breaks the conventional design ideas and the product packaging is designed horizontally, which brings visual freshness to consumers and is more in line with the marketing theme of "Lying Donald Duck".
(2) The packaging perfectly reproduces the classic image of Donald Duck and his friends in the cartoon, which evokes the childhood memories of countless consumers.
(3) The personalized and trendy pop-up style image is matched with the " Lying Flat Culture" style of writing, which brings a kind of relaxing and pleasant emotional value to younger generation.
(4) Showing the brand's understanding and empathy for the young group, thus triggering the consumers' closeness and goodwill toward the brand and products.

Market Performance

(1) Launched and immediately claimed the TOP 1 & 2 spots on the Dewu Beverage New Products Chart. Donald Duck new product loaded GMV increased by 685.8%, UV increased by 3434.4%, and the collection amounted to 27w; in May, the e-commerce brand crowd win ratio was 1.79 (vs. ZGL), and new customers accounted for 63.2%, and the student growth rate increased by 9%, and the growth rate was more than the industry average (5.1%).
(2) The themed live-streaming sessions set a new record on JD.com, garnering a total exposure of 1.18 million viewers across 7 broadcasts, with 240,000 interactions and sales reaching 570,000 RMB. During the campaign, the JD Erie store gained over 100,000 new members, with overall store transactions up 23% year-on-year and member transactions up 14% year-on-year.

Material（For concept works, please choose the material you plan to use）

其他利乐砖

Craft

The inner package of the product adopts the Tetra Pak brick package commonly used for liquid milk, but it cleverly "lies" the package for the composition design, which is very suitable for the marketing theme of "Lying Donald Duck" and brings new visual feelings to consumers. In printing, the bright and colorful pop color scheme enhances the visual impact, attracts the audience's attention and reflects the young, energetic and fashionable brand image.

Does the design solve the problems that are common across the product category? If so, please explain.

Packaging goes beyond the visual dimension. While most packaging designs prioritize aesthetics, this approach takes it further by considering multiple dimensions such as IP, themes, products, and consumers. Beyond creating visually pleasing co-branded products, it also fosters deeper emotional connections and communication between the product and the consumer.

What functional designs of the work have enhanced the user experience?

Creatively reinventing familiar packaging, the horizontal layout transforms it into more than just a container—it becomes a playful desktop ornament. Paired with “lying flat” slogans, it serves as a medium for young consumers to express their individuality. The dazzling pop-art color scheme delivers a striking visual impact at retail, enhancing brand recall and leaving a lasting impression on users.

Did the design help increase the sales performance of the product? If so, please give related evidence.

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

This package design focuses on environmental protection and sustainability; the carton is made of renewable cardboard, which reduces the environmental impact and increases the percentage of renewable components in the package, thus reducing the consumption of natural resources and the accumulation of waste; and the easily detachable and separable structure further facilitates recycling and reuse.