Type of applicant company
品牌方
Country
中国
Company Website
https://www.yili.com/about
Images
Brand of the Product
Plant Selected's
Designer Name
D Designer:Qiu Ping Qian、Hong Xu Yi、Zi Qiao Zeng
Position of Designer
无
Target Consumer
They focus on healthy lifestyles and pursue high-quality living. At the same time, they love sports and have a high level of attention and participation in competitions and athletes.
Distribution Channels
小型商超和便利店 Supermarket & CVS
Positioning
限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition
Design Story
As the 2024 Paris Olympics approach, brands are fiercely competing. Plant Selected has keenly observed marketing trends and broken away from traditional sports marketing methods. Leveraging the high-profile topic of China's table tennis trio, they have engaged in fan marketing and launched a limited edition of Plant Selected's "Ping Pong" soy milk. From packaging design to copywriting, the brand has used a fan-support tone to make consumers feel the product's appeal. This approach has successfully transitioned from fans to the market, and from the fan circle to a broader audience, achieving a double success in sales and reputation.
Highlights
Plant Selected has cleverly leveraged the images of athletes Fan Zhendong, Sun Yingsha, and Wang Chuqin to launch a limited edition of their "Ping Pong" soy milk. Through social media and fan support activities, they have expressed support for the athletes. The brand has organized fan support events at the "Little Eiffel Tower" in Yantai and at Qingdao 711 convenience stores, and has booked movie theaters for large-screen viewing of matches. With creative merchandise and the #假装在巴黎为国球打call， they have successfully engaged in social interaction, transforming fan enthusiasm into product sales and brand influence.
Market Performance
During the Olympic Games in July 2024, Plant Selected's "Ping Pong Limited Edition" soy milk was launched. The brand collaborated with Shandong 711 convenience stores for a customized campaign. Through branded stores, fan support activities, and merchandise, the initiative drove offline traffic conversion. The product sold out completely within 15 days of its launch.
Material（For concept works, please choose the material you plan to use）
纸质 Paper
Craft
The product's inner packaging typically uses multi-layer composite materials, effectively protecting the product from spoilage and contamination while ensuring its quality. The outer box features high-quality printing and innovative design, enhancing the product's aesthetic appeal and brand recognition.