Act Like A Rat: Lessons from Food & Beverage Brand's CNY Campaigns
A frame from Nongfu Springs (农夫山泉) CNY 2020 video campaign
The Year of the Rat is upon us, and brands are using Chinese New Year campaigns to tell their stories to consumers hungry for value, quality, and connection. Brands operating in the food and beverage space in China can learn a lot from this resourceful rodent - whose attributes of intelligence, wealth, and adaptability are all required for a success story in this dynamic market.
*Please note: if you are viewing in China, please turn off your VPN to watch the video clips.
THINK OUTSIDE OF THE VIDEO BOX
This year, brands used animation in various ways to convey their CNY messages to a population that loves this medium. Popular Chinese water brand Nongfu Springs (农夫山泉) produced a one minute video starring the same rat they have brandished across special edition bottles this holiday season. In the video, the determined little rat gets his ferry ticket, navigates obstacles, narrowly misses his boat, and comes up with an inventive solution in the final moments to get to the one he loves. Báijiǔ brand Luzhou Laojiao (泸州老窖) feature characters from the popular film ‘Ne Zha (哪吒)’ in their CNY promo, creating a scene around the dinner table in which Taiyi Zhenren (太乙真人) lovingly cradles a bottle of his favorite báijiǔ, immersing the brand story with that of ‘Ne Zha’ and the sequel ‘Jiang Ziya (姜子牙),’ conveniently to be released on Chinese New Year.
BRIDGE THE GAP WITH INTERACTION
Another key component of this year’s CNY marketing campaigns, and China marketing in general, is interactivity. Nongfu’s campaign asks consumers to scan the QR code to enter a lucky draw for limited edition water bottles, or a discount code. Yili Ambrosial Yogurt (安慕希) invited consumers to use Alipay to scan yogurt bottles and input their New Year wishes. Luzhou Laojiao invited consumers to repost their CNY video and share their own New Year wishes; 99 lucky participants will be selected randomly on February 8 to receive limited edition bottles of báijiǔ.
KEEP UP WITH TRADITION
Chinese New Year is a holiday season rooted in traditions, and images of these relatable moments are found across brand videos. Famed American chocolate purveyor’s Hershey’s video features brand ambassador Huang Zitao (黃子韜) taking family photos, making dumplings with his adoring mother, watching fireworks with his beautiful girlfriend, and making wishes for the new year, showing consumers across China that a Hershey’s kiss makes any moment a special moment. Colors and imagery connected to this holiday season can be found across the videos - from dangling red lanterns in Nongfu’s rat race, to the spring festival decorations lining the door and the fight for the last jiaozi (饺子) in the Luzhou Laojiao báijiǔ video.
BUILDING EMOTIONAL CONNECTIONS
Chinese New Year videos produced by brands are known for telling universal stories that resonate with Chinese consumers in emotional and collective ways. In Nongfu’s video, the homeward bound metaphors are rife - from the herd of animals the small rat narrowly evades to the lyrics of background music - going home despite all the obstacles in your way, because someone is waiting for you. The Hershey’s video features a family across generations, reinforcing the touching and memorable moments shared with loved ones experienced across China to ring in the new year.
PICK YOUR PARTNERS WISELY
Celebrity endorsement is nothing new, but it’s never been more important to align with the right personality or content partner to represent your brand and speak to your target audience. Yili Ambrosial Yogurt (安慕希) did it right this year - featuring two Chinese idols (Dilraba Dilmurat [迪丽热巴], and Wang Yibo [王一博]) that resonate with their consumers, showcasing all the ways yogurt fits into their glamorous but relatable young lives - meals out with friends, shopping, playing videos, skateboarding, etc. Báijiǔ brand Luzhou Laojiao’s partnership with China’s runaway hit ‘Ne Zha (泸州老窖)’ is a nod to heritage (the character loving on the báijiǔ, Taiyi Zhenren, is from Sichuan, as are the film director, production team, and báijiǔ brand) but also a cross-branding dream - hitching their wagon to the top grossing Chinese animated film of all time.
Taste Collective’s Top Food & Beverage Brand's CNY Campaign Videos
Taste Collective is a creative agency that builds experience-driven marketing solutions using the most powerful multi-sensory medium: food and beverage. Headquartered in Shanghai, we produce bespoke campaigns, content, and activations for global brands, as well as provide a suite of on-the-ground services for brands we love.