Fruity, 1

Agency Network: 
January 2009
Meng Niu:  Fruity, 1


Mengniu is one of the biggest dairy products corporations in China. In 2009 the corporation sets a new product: fruit& vegetable yoghourt. The most special character of this product is that milk, fruit, and vegetable are all confected into the yoghourt which is not only tasting like fruit, but containing a lot of nutrition coming from milk and vegetable. How to let more and more youngsters accept the yoghourt in the fiercely competitive market of China?

Communicate to China’s youngsters with their own language and attitude. Youngsters in 20s have plenty interests. They do not focus themselves in one thing and even have more than one status. Their dressing style is mix & match. They eat Chinese food and love western food also. They like comic dialogue and listen to the R&B. They use ipod while playing PSP. They change folk to rock, make characters to doodles. Those are their diversity of lives which would catch up every interesting thing except dullness. The attitude is just like the new product of Mengniu wants to show. Mix milk, fruit, and vegetable. Every good thing is what they want. Use pictorial method, show the mix& match attitude of youngsters, and arouse their feedback.

After a series communication campaigns, the yoghourt’s sales volume quickly increases to 385%. In only half a year, its sales volume is near 800milian RMB/month.

Print advertisement created by Leo Burnett, China for Meng Niu, within the category: Food.

Advertising Agency: LeoBurnett/w&k Beijing China
Creative Directors: Chris yan
Art Directors: Lillian Mao
Copywriter: Sky Han
Illustrator: Lillian Mao
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yctham's picture

Ordinary concept. I like the character design anyway.

Activity Score 178
Planner at Limkokwing University of Creative Technology
rolling.stone's picture

Illustrations are cool.

Activity Score 2739
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

Guest's picture

I love the funny and cool

dearabby's picture

It kind of creeps me out a little, lol. But then again, I'm not the target market. When they can show increased profit sales figures like those, they're obviously doing something right!

Activity Score 106
Graphic Designer |

I dream of a day when chickens will be able to cross the road without being questioned regarding their intentions.

BomBank's picture

I'm pretty sure the art director or the whole ideas came from Taiwan staff, what makes ads funny and impressed is, it can concentrate the local culture into 30 seconds, and mekes you knowing that what they try to appeal, but for this ad, there's no new ideas, from copywrite to character, everything in this ad is reprocess of old idea and don't even bother to renew it, whole concept from 85~95 of Taiwan.

Activity Score 3
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