Zodiac bottle has become a reservation of Nongfu Spring's New Year marketing. As soon as the bottle was launched this year, netizens expressed their "want". Although it is only to change the pattern on the bottle, it is so popular every year. What kind of marketing logic is behind this?
Packaging marketing, emphasizing brand image
The packaging aesthetics of Nongfu Spring has been crushing many domestic mineral water brands, and some netizens joked that "Nongfu Spring is a design company that delays in selling water".
The high-end series of Nongfu Spring adopts traditional glass bottles, designed as round water drops, which are concise and full of beauty. At the same time, the animal images on the Zodiac bottles are vivid and flexible every year. From the packaging point of view, they are completely a work of art that can be treasured.
Who can bear to drink such packaged mineral water?
In fact, in addition to the high-end series of packaging, the ordinary series of Nongfu Spring often plays tricks on the packaging. For example, when the comments of 20 17 Netease Cloud Music were screened on the Internet, Nongfu Spring and Netease Cloud jointly launched the "Music Bottle", which was widely praised once it was listed.
On 20 18, Nongfu Spring pursued the victory and launched the "Forbidden City Bottle" in conjunction with the Forbidden City, which made the traditional culture active on the bottle in a young form, increased the corporate culture and gained a wave of young users' goodwill.
In this series of marketing, Nongfu Spring chose to make a fuss about packaging, and also gained good marketing results.
Only send and not sell, giving the brand collection value. Every year, the zodiac bottle can't be bought with money. Nongfu Spring will hold a series of activities near the New Year, which are limited in time and "only for sale".
This year's event requires consumers to interact with Guan Wei or participate in the event by scanning the QR code on a common bottling machine.
This kind of hunger marketing will arouse the desire of many "bottle collectors" every year, and netizens will spend a lot of money to buy them every year, which also makes Nongfu Spring Zodiac bottles have a certain collection value.
The zodiac bottle of Nongfu Spring is not only unique in appearance, but also a model of marketing insight. Through the aesthetic design of the bottle body and hunger marketing, the desire of consumers is ignited. This routine of Nongfu Spring has been played for six years, and the effect is still good. It can be seen that this kind of marketing is worth learning from other brands.