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 ?
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
I think for a new FMCG product, it is better for more consumers to know and taste the product.
But more people are attracted by the Nestle sampling.
I think those people don't aware this new brand name compared with Nestle.