Both the packaging and the name for the Inner Mongolia dairy line have been redone in an attempt to move the brand from a functional to an emotional level in line with the growing sophistication of its young target audience.
"The new packaging features visuals of a modern, trendy man and woman in a graphically-led manner," said Kelvin Cheng, managing director of Leo Burnett Beijing. Burnett developed the integrated campaign and was also involved in revamping the product's entire look, from naming to the package design.
"The packaging is something that our target market will pick up at the supermarket because it fits in with their image attributes, their fashion sense and their state of mind.
"One of the reasons why we have changed from a functional to an emotional approach is because there are many competitors in the marketplace that are still selling on functional appeal while the young adult market is getting more sophisticated."
Playing up the sweet and sour taste of the four variants - strawberry, grape, pear and green tea - the TV campaign establishes a link between the varying moods of youths.
"We are trying to communicate that there are sweet and sour moments in life, romance, career," said Cheng.
The campaign is running on national broadcaster CCTV , hitting mainly first and second-tier cities, with print, outdoor and point-of-sale support.