Case Interpretation
Case 1: Master Kang's Bingtang Sydney Edition
Master Kong Bingtang Sydney has always been the main brand of Master Kong drinks. Its brand tone has more traditional Chinese cultural heritage and is an important member of Master Kong's series of "New Life Drinks". Combined with its healthy and gentle brand characteristics, Master Kang launched the Bingtang Sydney Pomelo version packaging this year, printing the first half of different ancient poems on bottle labels or TP paper. After consumers get the product, there will be an impulse to fill words, which will resonate with consumers and highlight the brand tone of handed down beverages.
Case 2: Pepsi emoji version
Pepsi products are at the forefront of carbonated beverages with their dynamic and fashionable atmosphere. In recent years, it has launched a series of expression bottles and expression cans, using the variability of digital printing to print different symbols of expressions on labels or cans, creating a strong sense of interaction with consumers and triggering a national imitation boom on social media .
Case 3: Weiquan Daily C "Scrabble Bottle" "DIY Bottle"
The most famous one who made articles on the bottle is probably Coca-Cola. They used HP Indigo digital printing technology to launch a nickname bottle that brought huge sales growth to the brand. Later, the lyrics bottle and the line bottle also set off a frenzy among young people .
Since Coca-Cola launched the "nickname bottle", Weiquan has also spent a lot of effort on packaging. The application of personalized labels relies heavily on the printing of variable information. Digital printing displays its advantages vividly and flexibly in the design of Weiquan personalized labels. First, the "reason bottle" and "DIY bottle", and then the new "scrabble bottle", the full-flavored promotional program is changeable and highly time-sensitive. Digital printing has shown huge capabilities in these aspects. Weiquan makes continuous adjustments and optimizations in brand marketing strategies and marketing communication tactics in a timely manner according to changes in user needs, so as to maximize the flexibility of digital printing.
Making patterns on the packaging and attracting people's attention is a marketing method that Weiquan has been trying continuously in the past two years. Weiquan Daily C Brands started a large-scale update of product packaging. Prior to this, their packaging updates have received little consumer attention.
In the new packaging, the bland "Fuquan Daily C" was replaced by "You Want to Drink Juice". Variety of printed human care texts, "Did not sleep well last night, you have to drink juice" "Overtime work is hard, you have to drink juice", such text with temperature, closer to consumers.
Weiquan also introduced more packaging: blank DIY bottles let people DIY on the bottle, encourage spontaneous communication, and launched a variety of line bottles.
Subsequently, Weiquan's brand merchants launched the "Scrabble Bottle" to bring the DIY spirit to the extreme. The brand has carefully selected a lot of Chinese characters, 7 flavors of juice, each with 6 different Chinese character packaging, a total of 42 types, most of them are spelled out and the juice will enhance resistance, and some are spelled out with humanities Caring content. Some can compose sentences with temperature, and some can compose interesting language, which can make interesting interactions with consumers and shorten the distance between their own brands and consumers. Weiquan's "Scrabble Bottle" has once again aroused the attention and hot discussion of social media. Of course, the changeable combination will inevitably be played by people, and consumers have a variety of "wonderful" collocations. But this is exactly what Weiquan expects to see. It conveys advertising messages such as "drink juice to supplement vitamins and warm you and me" in a "non-teaching" way.
Case 4: Daily News's News Bottle mineral water label
With the gradual marginalization of paper media, there are fewer and fewer young people buying newspapers every day. The Japan Daily News Agency printed the newspaper news directly on the mineral water bottle packaging. This kind of label made with newspaper news not only does not reduce the style of packaging design , but also improves the recognition of mineral water on the shelves. Using the mobile phone to scan the interactive code information attached to the bottle, customers can also view more and more detailed news in real time. This innovative approach highlights the news value of the product and realizes the seamless integration of virtual information and the real environment.
There is also a QR code printed on the bottle. Consumers can scan the QR code to read the latest content of "Daily News" on the mobile phone. The Daily News Agency has also creatively used AR technology, which gives people the actual experience of reading news.
With the advantages of "small, fast and flexible" with short cycle and variable content, digital printing has been widely used in FMCG brand communication. At the same time, through digital printing, the brand can be promoted and promoted on mobile phones, social microblogs and other online media, giving FMCG brands greater freedom, better understanding of the communication audience, and studying their psychology, needs, environment and Ways to receive information.
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