Shake Shake Jelly 粒粒爽

Jelly drink is rather dated product category. Who was the pioneer in this category ? Yes, Yeo's 楊協成. A dated brand, a dated category. Now that it is trying to revitalize the category by bringing it back to the young generation. New product, event marketing, print ad and website, all with a hip hop tone. The packaging design is not my cup of tea but if you take a closer look at it, the Yeo's branding has been played down. Also there is no mentioning about the Yeo's brand in the print ad copies. It is understandable as Yeo's is too old a brand that could appeal to the young generation. It could be the right decision but it's also the potential problem. Without a clear corporate brand endorsement, 粒粒爽 has become a standalone brand that is literally new to consumers. Hefty resources would then need to be invested to kick-start it in the competitive drink market. Does it have what it takes ?

Comments

Anonymous said…
For this "new" drink, I do think the ATL activities are enough. But only on printed aspect. I can't see any BTL like sampling. I would like to ask, which is more important, ATL and BTL?

I think for a new FMCG product, it is better for more consumers to know and taste the product.
9:47 am
Louis Lau said…
At the end, we need a good mix of ATL and BTL to communicate. All these cost us money. If our product has an unique positioning and is first to the market, it would be easier to kick start it with less resources. If not, it's a money game. In the case of Yeo's, looks like it will need a lot of investment to turn it around.
11:04 am
Anonymous said…
I saw the street sampling of this product in Causeway Bay last Sunday(Near 東角商場) while at the same time there was also a street sampling of Nestle Fruito 雪條 with beautiful girls in Causeway Bay(銅鑼灣地帶對出).
But more people are attracted by the Nestle sampling.

I think those people don't aware this new brand name compared with Nestle.
7:43 pm
Louis Lau said…
Ice lolly from Nestle when temperature is 33-degree +. Of course consumers will go for their samples rather than the no-one-know brand of drink from Yeo's.
11:36 pm
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