一、项目背景中国奶粉市场一贯风波不断,以往的食品安全事件影响仍在,时值2013年年底更是爆出了“某品牌绑架第一口奶”的恶性事件,一众奶粉品牌再度深陷信任危机,其他品牌纷纷趁机展开明星代言、产品促销、广告轰炸等传播攻势。 First, the project background China milk powder market has been constantly turmoil, the impact of past food safety incidents still exist, when the end of 2013 is burst out “a brand name kidnapping the first milk ” vicious incident, a public milk powder brand again Deep into a crisis of confidence, other brands have taken the opportunity to launch celebrity endorsements, product promotions, advertising bombing attacks.