Personalized product packaging - "sip drink"

According to statistics, at present, China's annual per capita beverage consumption is only 8 liters, which is 1/5 of the world average, which is 1/24 of the developed countries in Western Europe. It can be seen that there is great potential for the development of beverages in China.

Last month, I took my assistant to a business trip to Henan Province. In addition to planning for the new beverage products for the Nanjiecun Group, I also inspected the drinks market throughout Henan. When I was observing consumer behavior at some of the most famous tourist spots in the area, I was very impressed with the fact that tourists coming and going had almost a bottle of drink, especially young people. The three of us did not buy less, and unconsciously bought nine drinks a day.

According to statistics, in the beverage market, consumers aged 15 to 34 exceed 60%. With the increase in the spending power of young people, I would like to introduce to you another trend of beverage products with great potential—individualized products. Personalized products are mainly targeted at young people, and the big reason is the psychology of adolescents who are active and like to try new things. Today, I’d like to introduce to you a beverage product that is 100% tailor-made for young people in Taiwan. The name is very personal. It is called “sip the drink”. The product “sip drink” is divided into two varieties: 1. Frozen coffee 2. Frozen food Milk tea.

Product naming strategy - "sip drink" naming strategy and "attracting" homonym, with this personalized word game to attract young people's curiosity.
Product Packaging Strategy - The packaging of the drinking beverage adopts the most popular plastic cup-shaped bottle in the world. The packaging equipment is from Italy. The advanced processing technology using ultra-high temperature instant sterilization needs to be refrigerated below 5°C to highlight the coffee and frozen. The unique taste and drinking method of milk tea fully expresses the characteristics of the product. The design of the bottle mouth can be directly drinking, can also be inserted straw, to meet the young people's pursuit of fashion, personality variability, unique consumer psychology.

Product Image Strategy - A visually packaged image of a teenage girl with a weird look and a youthful avant-garde. Cool eyes and cool clothing convey a cool product message, allowing cool young consumers to find resonance in their hearts and stimulate their desire to buy.

Such weird packaging compositions make it difficult for some adults to understand, but teenagers can't put it down and become one of the representative products of “personalized drinks”.

I summed up over a decade of planning experience and came up with a marketing rule: If you are targeting a mass consumer group, then the product must “follow the public”. It is better not to have a specific style. The warmer, the simpler, the more affinity it has. The better; if your target consumer group is a strong, rebellious youth, then whether it is product packaging, advertising, terminal display must go "personalized" route, the more weird the better, the more cool the better, even say adulthood The things that people feel garish, the more young people like it. For example, China Mobile recently launched a "M-Zone" communications product. Please let Jay Chou do a TV commercial. Many adults do not understand it, but young people like it.

Source: ppack