Drinkazine Mugicha (Barley Tea)
This is a fresh attempt in the boring FMCG market. It's a range of Mugicha. Ready-to-drink Mugicha may not be the newest product but the way it is marketed is quite new. At the beginning, just by looking at this ad, I thought it was just another consumer promotion. Then I visited its blog and I found out more. The brand name of this Mugicha is "DrinkaZine". The idea :"It Is A Drinkable Magazine!
以雜誌形式包裝，既是一支『解悶的飲料』，又是一本『解渴的雜誌』。"
以雜誌形式包裝，既是一支『解悶的飲料』，又是一本『解渴的雜誌』。"
The labels are like magazines where you can drink and read at the same time. It's definitely a creative idea. My only worry is that if the product doesn't sell fast, its labels and hence the magazine contents can't be changed frequently enough to deliver the promise as a magazine. And I guess that's why it has a blog as the core communications channel. Its blog is pretty good as it carries relevant contents, projects an brand attitude and creates a community, all of which young consumers can associate with.
I bet this business is run by a group of young entrepreneurs. It's not going to be easy to compete in the FMCG market that is dominated by the big guys. Let's show our support : BUY DrinkaZine and GIVE it a try !
Comments
It is very supportive to have your appreciation!
We will go on!
And, I added your site RSS in my feed reader to keep catching your excellent post!
(of course it will also be creating noise of your brand)
Blog has been very popular recently among teens, when you target market is teens, it's a tool you can consider to reach them.
Also, blog enables interaction if the blog is successful, you can even create an online community like here, Canon did a very good photo blog to gather photographers, adidas also has a blog to create an impossible is nothing sharing. Not every brand can do this, very much depends on the target and marketing objectives.