背景2013年,蒙牛真果粒推出了一个新的品牌主张:真实就是真果粒。在今年的3月份,蒙牛与创意合作伙伴、精于数字领域的Isobar合作,先拍了一支TVC,以明星效应来宣传品牌主张“真实”这个概念。而后,再通过互联网来塑造全新的真果粒品牌主张。“真实+果粒”的诉求,让人在吃的时候便感觉到它的真实感,真实就是整个品牌的新的主张和内涵。品牌通过真实的这个关键信息与消费者进行沟通,以使消费者对品牌产生喜好度。 Background In 2013, Mengniu Genuine Fruit launched a new brand proposition: the real is the true fruit. In March this year, Mengniu partnered with Isobar, a creative partner who specializes in the digital field, to shoot a TVC first, using the star effect to promote the brand’s concept of “real”. Then, through the Internet to create a new brand of real fruit brand. “Real + grain ” appeal, people feel it when eating realism, the real brand new ideas and content. The brand communicates with the consumer through this vital, real message to give consumers a taste for the brand.