Are all the New Year ads so crazy? Mengniu is so advanced!

New Year advertising is frequently on the rise, and Mengniu seems to have taken a remarkable step forward in the creative frontier of spirit. This article will take a closer look at this New Year season, exploring the uniqueness of Mengniu advertising and its spirit of unrestrainedness and creativity.

As a node with the most national traffic and emotions, most brands are still accustomed to using the old narrative routine of "going home + reunion + tears", and users have long been immune to the homogeneous content.

The challenge facing brands today is: how to tell a Spring Festival story that is not only unconventional, but also fits the Spring Festival atmosphere, while also taking into account the core brand information transmission, and preferably deepening the brand impression.

This year, Mengniu gave a perfect answer that was unexpected yet expected.

There are New Year ads every year, but why are people so attracted to Mengniu's ads? Here is a brief explanation.

1. New interpretation of old customs and eye-catching painting styles

There is a saying that all creative inspiration cannot avoid: "Creativity is a new combination of old elements."

Old elements make people feel familiar, while new combinations make people feel strange. Through new interpretations of familiar things, an unexpected sense of surprise is created.

With this idea in mind, Mengniu continued the cheerful tone and passionate dubbing of its Spring Festival advertisements, giving people a sense of "familiarity" from the very beginning.

On the basis of respecting traditional Spring Festival customs, Mengniu has cleverly integrated sports events into its creative thinking, interpreting the Spring Festival version of "Born to Be Strong" in a humorous and light comedy way.

"Lion Dance"

The first person to "grab the green" on the first day of the Lunar New Year will win good luck for the whole village.

"Chinese New Year dumplings"

Eating dumplings with coins on them on New Year's Eve is a good omen for the new year. You can also light up all the dumplings to increase your chances of winning to 100%.

"Opening Cannon"

The first person to set off firecrackers on New Year's Day brings good luck to the whole family. So why not just send firecrackers to all parts of the city before daybreak?

Hanging Lanterns

During the Chinese New Year, when red lanterns are hung, the higher they are hung, the better luck they bring. So why not just stack the children up so that you can hang the tallest lantern?

The dramatic plot embodies the theme of "Mengniu starts the year strong, healthy and naturally auspicious", creating a full comedic effect and boosting the joyful atmosphere of the Spring Festival.

In a Spring Festival marketing campaign filled with "sensational stories" and "warm reunions", Mengniu's unconventional approach is indeed eye-catching.

2. Multiple products are cleverly integrated into concrete scenarios for precise implementation

From the product reveal at the end of the advertisement, it can be seen that this is a New Year advertisement with a clear purpose of "sales conversion".

As a dairy tycoon, Mengniu has a rich product line, including room temperature milk, low temperature milk, organic milk, yogurt, yogurt, milk drinks... How to choose the right products to integrate into the brand? This is a big challenge for the brand, but Mengniu has a good solution: choose the right products according to the Spring Festival scene, which is neither abrupt nor a "clever reminder" to users.

Drinking a glass of Mengniu fresh milk first thing in the morning is a very healthy habit;

Mengniu milk is fragrant and nutritious. Drinking it regularly can help strengthen your body.

There are many children at home during the Chinese New Year, so the whole Mengniu family is arranged: Mengniu pure milk, Mengniu yogurt, Mengniu Youyi C, Mengniu cheese sticks...

There are many dinner parties during the Chinese New Year. After the dinner, I would drink a bottle of Mengniu Youyi C. It is healthy and helps digestion, and the whole family can drink it.

The book "New Marketing" mentions that people's lives are actually switching between different scenes. Consumption occurs in specific scenes.

In this short film, Mengniu did not repeatedly emphasize the product selling points from a condescending brand perspective, but switched to the user's perspective and put itself in the user's shoes to think about: in the Spring Festival scenario, what is the connection between the product and the user, and what problems can be solved for the user.

The more specific the scenario is, the easier it is to arouse users' desire to consume, making Mengniu the hard currency of this year's Spring Festival.

In addition, Mengniu also understands the urgent need of young people to "fight pictures" in the New Year, and has extended a set of "strong version" sand sculpture Spring Festival emoticons from the TVC, combined with blessings such as "The New Year must be strong and awesome", full of the flavor of the New Year.

In addition, if you don’t know what gifts to give to your friends, loved ones, and elders during the New Year, you can customize a special blessing on the Mengniu mini program “wow健康+”. Find your own good luck and share your health and good fortune with them.

Judging from this series of operations, Mengniu is thinking from the user's perspective, using products as a touchpoint to extend to broader daily life scenarios.

3. Deepen the brand’s core value and build a brand moat

If you pay close attention, you will find that Mengniu also released a New Year's Eve advertisement with a similar style this year. It incorporates sports events into New Year's Eve greetings and uses a light comedy to convey a feeling of eagerness to start a new beginning.

Looking at these two advertisements together, we can clearly see the similarities in themes and forms of expression, which also shows that Mengniu has been thinking systematically from a holistic perspective since the planning stage.

Why do this?

Looking at Mengniu’s past marketing, it is actually through long-term integration with sports marketing and deep cultivation of the brand mindset of “born to be strong” that it differentiates itself from other brands.

However, if it is separated from the "sports arena", Mengniu's "born to be strong" story is actually difficult to find a foothold, so it needs to be further integrated into the field of life. The "New Year's Eve" and "Spring Festival" scenes that the public pays close attention to are good entry points.

On the one hand, Mengniu’s brand narrative of “being strong” can be broadened to include not only the “start of the year strong” during New Year’s Eve and the Spring Festival, but also other festive scenes.

On the other hand, this more lifelike and down-to-earth product expression is easier to integrate into users' lives, allowing Mengniu to establish a close connection with them and making "being strong" Mengniu's unique brand moat.

All marketing is ultimately aimed at leaving users with a clear brand impression. For example, Volvo represents "safety", BMW represents "driving pleasure", Mercedes-Benz represents "business comfort", and Mengniu represents "born to be strong".

Through the "repeated emphasis" of the two advertisements, users' impression of Mengniu is deepened, helping to consolidate brand assets.

Putting this case into the context of the current health trend, Mengniu is actually responding to a social sentiment.

The social environment in recent years has changed too many people and things. We are all rebuilding our lives and inner order. Dreams and success are too far away, so we might as well take some minimum actions first, starting with paying attention to our ego and our own health.

A new year is a new beginning. If you want to have a strong start to the year, then start with nutritional supplements from Mengniu.

Author: Black Little Finger; WeChat public account: Shock Copywriter