Haocaitou's sub-brand, focusing on healthy lactic acid bacteria beverage products, is a brand enterprise integrating R&D, production and sales, among which small samples of small lactic acid and small samples of acid Q sugar are very popular
As a sub-brand of Haocaitou, "Sample" has a topical gene from the beginning. Many young people are familiar with the name of "sample" from the TV series "Who Calls the Shots of My Youth", so when Haocaitou launched the "sample" brand, it caused a sensation at a very fast speed. In addition, the word "sample" is also a folk saying in Northeast China, which is now popular throughout the country and is a loving and interesting nickname. At the same time, it is also a pleasant provocation between friends, which can enliven the atmosphere and deepen friendship. These backgrounds have brought rich soil for the spread of the "sample" brand.
The choice of "sample" as the brand name is also based on the particularity of the taste, texture and shape of the company's product of Sour Q Sugar, which is higher in acidity than other similar products, so that people who like sour can't stop, and its taste is more elastic than ordinary gummies, and after the outer layer is wrapped in granulated sugar, each sugar cube is exquisite. A Q word expresses "small" and "super elastic", and "small sample" is also small, but it is very individual, tenacious and stubborn, which just fits the characteristics of the product.
At the same time, the target consumer group of acid Q candy is the young people born in the 80s and 90s, and the word "sample" has been widely mentioned and recognized among this group of people with the popularity of TV dramas and entertainment, and the popularity is very high. The young people born in the 80s and 90s are an assertive generation, they have broader horizons, full of vitality, and are also subjected to more difficult social pressure than their parents, so they have a rebellious and self-deprecating side in their personalities, bravely express their own personality and ideas, and have the courage to grasp their own life direction. And while they struggle with reality and the trajectory set by their parents, they will occasionally laugh at themselves and continue to move forward strongly. It is to influence such a group of people and communicate with them in the way they like, so the good luck head and the sample met and burst out of a different spark.
The sample is youth, bravery, and independence
After that, we determined the brand proposition of "I am a sample, I am like this" for the sample, and invited Wang Luodan to be the spokesperson of the sample, and shot a vibrant advertising film. Wang Luodan's independent and unyielding personality, full of youthful and energetic temperament, is a good interpretation of the connotation of the sample brand - youth, personality, bravery, strong, stubborn, independent......
At the same time, Haocaitou also derived the anthropomorphic image of "Xiao Xiangjun" from the sample brand, inspiring consumers to sit down, pay attention to the sample, accept the sample, identify with the sample, see themselves in the sample, and finally become a loyal fan of the sample, and pay attention to all the actions of the sample.
Haocaitou carries out social marketing of the image of Xiao Xiangjun through the Internet, telling people that most people's lives have become conformist, without self, without soul, and without faith, when most people's minds are solidified and willing to be slaves of life, Xiao Xiangjun is never like this. Xiao Sample's dedication to life made him resolutely choose a different path. Live my life and make my life.
Whether it is an advertising film or a sample, Haocaitou has always adhered to the playful, smart and rebellious language style of the sample brand marketing communication, making the self-color of the sample more distinct. Under such unruly rhetoric, it is not a slogan for the sake of slogans, but advocates the strengthening of self-consciousness among contemporary young people, encourages young people to cultivate their own sense of independence, and has the courage to declare their independence to the world. In order to defend my independence, I am not afraid of criticism for being "different", and I have more courage to bear what I do. Everywhere it shows people a little playful, lively, brave and rebellious, but it also does not lose the image of self-thinking. In the end, they will be recognized by the target consumer group and make them loyal fans of the sample.
Inspire the younger generation with positive energy
And in 2014, the "small sample of small lactic acid", "small sample of hawthorn" have been launched, although the two products are cross-category, but the good color head is named after the "small sample" brand for them, seemingly unrelated products, but through the sample brand link, good color head hopes that these two products with a common sweet and sour taste, build the sample brand in the taste of commonality and uniqueness, so that everyone thinks of the 'sample', you can think of the good color head products and the brand embodies the playful, lively, brave and independent, However, it also does not lose the image of self-reflection, and this method of differentiating brands with tastes strengthens the brand memory points, and has since put a distinctive label on the brand.
The strategy of creating a playful, lively, brave and independent sample brand image has also laid the tone for the online and offline communication of the sample brand, so that the sample will continue to sublimate in the dialogue with consumers, and continue to inspire the younger generation with positive energy and create a better future with them!
