Ambrosial and "Become a farmer" Season 2 co-branded limited packaging._Inner Mongolia Yili Industrial Group Co., Ltd._Wow Food_FBIF Wow Food Awards, Food and Beverage Innovation Competition-Product、Packaging、Marketing

Ambrosial and "Become a farmer" Season 2 co-branded limited packaging.

Full Case Design Category

Inner Mongolia Yili Industrial Group Co., Ltd.

Type of applicant company

品牌方

Country

中国

Company Website

https://www.yili.com/

Images

Brand of the Product

Ambrosial

Designer Name

Bamboo, Hehuoren

Position of Designer

无

Target Consumer

Generation Z (those born after 1995 and 2000) are a new generation that is willing to try new things, pursue trends and are full of energy. At the same time, they have higher requirements for healthy and delicious products with high cost-effectiveness. In addition, compared with traditional consumers, they are more like friends or communicators of the brand, and naturally promote and extend the brand through sharing, interaction, recommendation, etc.

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

Ambrosial sponsors the top word-of-mouth online variety show "Become a farmer" Season 2, focusing on the brand's core communication strategy "delicious and more beneficial, benefit from Ambrosial", and focusing on the probiotic series of products for brand communication.
[With products as the core, co-create with consumers] In addition to delivering product benefits through a variety of innovative co-creation content, Ambrosial hopes to play with consumers and provide products that consumers really like and can't help sharing. Therefore, Ambrosial creates a deep co-creation model for products, invites Hehuoren to co-create products, and launches the co-creation joint product probiotic yogurt four-season package in May. The package has four versions, recording the spring, summer, autumn and winter of Houdoumen, the shooting location of the program.
[Use interaction as a starting point to invite consumers to participate] Ambrosial recruits Hehuoren as "supervisors", voluntarily participates in brand live broadcasts, and actively assists in brand promotion. In July, it launched the probiotic harvest package, which has three versions, recording the iconic scenes of the second season of Shigeqintian becoming bigger and stronger.

Highlights

1. [The most authentic co-creation of products by Hehuoren] Ambrosial co-creates the co-branded product probiotic four-season package with consumers as the center, creating a new experience of "cloud supervision" from creative proposal to final production. The package records the spring, summer, autumn and winter of Houdoumen, the shooting location of the program, and is equipped with seed card peripherals to provide strong interactivity;
2. [Combining the characteristics of fans to create persuasive marketing] Ambrosial recruits Hehuoren as "supervisors" to supervise the production of the second season limited probiotic harvest package. The package records the iconic scene of the second season of Shigeqintian becoming bigger and stronger. At the same time, Hehuoreb implement the "supervisor" suggestions to launch refrigerator magnets, wind chimes, desk calendars and other packaging customized peripherals, and voluntarily participate in brand live broadcasts and actively help brand publicity to stimulate fans' favorability;
3. [Establish long-term companion marketing] Combined with product packaging, Ambrosial pioneered the "Ambrosial Collaboration Club" Douyin micro variety show live broadcast series, and the five live broadcasts with Shigeqintian included co-creation packaging submissions, marketing creative submissions, factory visits and mass production, etc.

Market Performance

Ambrosial has created a new marketing model for the linkage of variety shows and major projects, and the integration of product channels and media has enabled business. The first wave of probiotics for all seasons was sold out at full price within 7 hours after its launch, setting a new record for the single-game sales in Douyin live broadcast room. A total of five live broadcasts set Douyin historical records for the liquid milk division, and Douyin live broadcast yogurt/instant drink list TOP1, with a total of 4.17 million viewers in five live broadcasts, 119,500+ fans, 58.5 million+ interactions, and 584 million+ likes.

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

其他利乐钻

Craft

The Tetra Prisma Aseptic packaging utilizes advanced multi-layer composite technology, consisting of paperboard, aluminum foil, and plastic layers. The paperboard provides structural support and stability, the aluminum foil blocks light and oxygen, while the plastic layer ensures moisture resistance and sealing, keeping the product fresh and safe. Its unique prism-shaped cut corner design enhances packaging strength, improves grip comfort and stability, and facilitates easy opening, pouring, and storage. The lightweight design ensures ease of transport and storage, while its environmentally friendly approach minimizes impact through optimized material usage and recyclability. The efficient production process and excellent protective features seamlessly integrate with the visual design, meeting consumer demands for both product quality and emotional value.

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

Designs within the same category are often constrained by brand perspectives and related regulations, making it challenging to truly implement consumer co-created designs into actual products. The AMX Probiotic Seasonal Pack focuses on consumer-centric co-creation, offering a collaborative experience from concept to launch. The process includes idea submission, design collection, fan voting, finalizing seasonal packaging drafts, product prototyping, production tracking, unveiling the physical product, product launch, and gathering user feedback. This creates an entirely new “cloud monitoring” experience throughout the journey from creative proposal to final production.

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

The AMX Probiotic Seasonal Pack comes with seed card accessories, aligning with the product theme “One Seed for Four Seasons of Scenery.” Tutorials are launched on social media to encourage consumers to repurpose empty yogurt boxes as planting containers.
The AMX Probiotic Harvest Pack includes accessories such as fridge magnets, wind chimes, calendars, and canvas bags. Each item is designed to reflect iconic elements and scenes from the second season of the program, combining practicality with high collectible and commemorative value.

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.

The product uses lightweight Lixiang diamond packaging, making it convenient for transportation and storage while prioritizing environmental sustainability. By optimizing material usage and incorporating recyclable design, it reduces environmental impact.
Additionally, the brand offers seed card accessories with the product and launches tutorials on social media, encouraging consumers to repurpose empty yogurt boxes as planting containers. Through DIY projects, consumers can transform yogurt boxes and cartons into desktop stands, bookmarks, fridge magnets, decorative paintings, tissue boxes, and more. This not only embodies the brand’s commitment to sustainability but also provides high collectible and commemorative value.