Yili rebrands Classic milk to fend off rivals

Meaning ‘rarity’ in Latin, the brand name, along with  redesigned packaging, is designed to achieve distinction from competitors by underscoring the product’s premium positioning.

The Satine brand, which is more expensive than the category average, targets affluent consumers in the 30 to 45 age bracket. As a latecomer to the high-end dairy market, Satine faces stiff competition in terms of brand awareness and sales from Deluxe and You+, produced by Yili competitors Mengniu and Guangming,
respectively.

Supporting the initiative is a TV, print and poster campaign featuring Chinese sporting hero Liu Xiang and his parents (though they are played by actors). The tagline of the ads translates as ‘The best for the dearest’. Yili has also introduced Olympic-themed gift packaging.

The advertising campaign was created by JWT.

Oliver Xu, managing director of JWT Beijing, explained that the popular hurdler had been chosen as the brand’s spokesperson to build association between a product that positioned itself as offering the highest quality in its category with the “champion of the Olympics”.

Commenting on the wholesome, if somewhat bland, imagery, he said: “As an individual, even a champion would need support. Including the parental image goes to reinforce the best support one can have, with Satine contributing to one’s best physical performance.”

Xu said the message of sharing, which was at the core of the rebranding initiative, would help achieve distinction over rivals such as Deluxe, which emphasises personal indulgence.

The campaign will run until the end of the year, while additional advertising is currently in development for the post-Olympics phase.