Country
中国(China)
Official website
https://www.yili.com
Images
Brand Name
AMBROSIAL
Designer Name
ZT Digital
Position of Designer
ZT Digital CD
Client
AMBROSIAL
Target Group
18-35-year-old people in new first-tier cities (mainly female), college students/white-collar who have just start a career. they love to share & have sense of ceremony. They are willing to find reasons to treat themselves and have high consuming ability.
Major sales
电商 E-commerce; 大型商场 Shopping Mall
Positioning
限量款/联名款 Limited Edition/IP Collaboration
Design Story
Mid-Autumn Festival is one of the most important traditional festivals in China. As a leading brand in the industry, Ambrosial take the marketing of traditional festivals in top priority. In the Mid-Autumn Festival of 2021, Ambrosial cooperated with “Journey to the West” create a new "Moonlight Treasure Box" to impress young consumers with temperature-controlled color-changing technology and limited flavors, and finally created the occasion of the Mid-Autumn Festival.
Highlights
Besides the packaging temperature control & color changing technology and limited flavors, Ambrosial also leverage the story telling of NPD in “Journey to the West” and personifies the NPD in visual materials to deepen TA impression.
Market Performance
"Moonlight Treasure Box" set yogurt is sold in the WeChat program of AMBROSIAL, combined with the IP of Dahua Westward Journey and the marketing node of the Mid-Autumn Festival in the third quarter. As soon as the product was launched, it attracted fans of AMBROSIAL and Chinese movie fans to buy it because of the creativity of special packaging and IP cooperation. This product came on the market in the third quarter of last year, bringing considerable business incremental for AMBROSIAL's set yogurt high-end products.
Material
PET塑料 PET material
Craft
Set yogurt "moonlight treasure box" packaging design follows spoon to the 5G protein packaging -- goblet shape. The package uses the design moon and is printed with special ink. As long as the product is put in the refrigerator and frozen, the moon will appear under the inking process.