According to company chiefs, Robust has been declining in terms of awareness and penetration compared with other milk and yoghurt products.
It has suffered from a disparate number of sub-brands, including AD Cal, Health Train, Beijiachao and Zhisuanru. It also faces competition from rival brands, including products from Taizinai and JV-partner Wahaha.
“Robust was popular some years ago and was seen as a reliable brand. One of the key reasons for the decline is that Robust did not focus its resources in branding,” said Denny Deng, senior brand manager, marketing department, Robust Dairy.
Developed by Landor Associates, the rebranding includes a new platform to communicate the brand’s ‘Joyful progress’ positioning through a panda mascot called Lele, new packaging and a new brand architecture. Print ads have already rolled out, with TV breaking later this month.
