Who is not a baby？ Wahaha X one person under the Children’s Day joint attack, childlike innocence without boundaries, wanton festival!

June 1st is not just a festival for children, but also a carnival for adults who maintain their childlike innocence.

This Children’s Day, Wahaha co-branded the national manga "Under One Person", shouting "Who is still not a baby?", conveying an innocent attitude to life. At the same time, it launched online and offline product promotion activities, gaining praise from consumers and also opening up the June 1 marketing volume.

From this joint move, it can also be seen that Wahaha is not only targeting real children on Children’s Day, but also young people who advocate national culture, and focusing on vertical circles is also one of Wahaha’s strategies to focus more on young people in recent years. How to organically combine the "childlike innocence" represented by AD calcium milk and the IP of Dareguo Manman has become the key to this joint name.

Fans who are familiar with the plot of "Under One Man" may be very easy to get the ingenuity of this Children’s Day joint name. The life of the anime heroine Feng Baobao is a mystery, and she is strong and powerful during the war, but her heart is pure and simple, and she can switch between the two forms of independence and innocence and cuteness at any time, which is very consistent with the idea of AD calcium milk to convey childlike innocence.

In the animation, Feng Baobao, Zhang Chulan, Zhang Lingyu, Wang Ye, Zhuge Qing and other protagonist group members also became smaller under the "magic" of AD calcium milk, and appeared in the classic 220g bottle of AD calcium milk with a cute version image. This is also the first time that 220gAD calcium milk has launched a joint packaging; while the 450mL large bottle packaging is the original character image of the animation, and at the same time customized new flavors of strawberries and peaches. The differentiated joint name makes the meaning of "limited" on Children’s Day stronger, and it can also attract the attention of consumers of different ages.

It’s not a good idea.Online and offline festivals are created at the same time, and "Mengqi" is linked to improve product promotion efficiency

When the protagonist group of "Under One Man" comes to Wahaha Amusement Park to celebrate June 1st, what kind of adventure will happen?

Since May 26, Wahaha’s June 1 marketing "horn" has been sounded in advance. With the release of Wahaha’s official Weibo official promotion of June 1 theme activities and animation TVC, Feng Baobao and other protagonists drank AD calcium milk and became childlike babies in Wahaha amusement park, interspersed with animation eggs to resonate with fans; at the same time, launched a Douyin Talent Challenge, launched interactive sharing gameplay with the theme of "Children’s Day is coming, quickly @the person who called you baby asks you to drink AD calcium milk", and took the lead in establishing the product promotion volume on the eve of June 1.

On June 1st, the joint version of AD Calcium Milk of "Under One Person" took the lead in opening the curtain of Wahaha e e-commerce promotion, and further enhanced the hot-selling topic through limited sales of joint peripherals; offline through the clock in limited-time paradise, Shanghai Lawson, family bag store activities created a comprehensive atmosphere of activities. It is worth mentioning that AD Calcium Milk also released the news of the joint character of Feng Baobao in "Under One Person" on June 1st, which will continue Q Meng’s childlike innocence in July.

Taking advantage of the Children’s Day node, Wahaha launched an online + offline "combination boxing" marketing campaign to further promote AD calcium milk series and new flavor products, continue to enhance brand exposure, consolidate consumers’ minds, and achieve a win-win situation between product volume and sales growth.

Continuous release of IP core, AD calcium milk weaving "childlike universe"

AD calcium milk was born in 1996, and its "debut" has never lost its popularity, and it has always been a strong single product of Wahaha. With its sour, sweet and rich milk aroma, it has been popular for more than 20 years and has become the "favorite" of countless young people. Its "childlike" and "underage" IP attributes have also gained a group of loyal fans who are obsessed with "cute style" and love "two-dimensional".

AD calcium milk obviously also knows its own advantages, and has carried out a systematic "plan layout". Since 2018, it has carried out IP-based integrated marketing, and has successively launched AD calcium milk-flavored moon cakes, zongzi, and ice cream, so that the classic taste of AD calcium milk sour and sweet breaks through the restrictions of the bottle body; subsequently, by cooperating with BilibiliWorld June 1st Manufacturing Festival, customized DIMOO packaging, and Teddy’s collection packaging, it continues to extend vertically to various circles such as trendy play circles and two-dimensional yuan circles, and at the same time strengthens the "Today’s Minor" IP. For a while, "June 1st will drink AD calcium milk" and "drink AD calcium milk in rows" have also become festive atmosphere scenes.

Today, AD calcium milk is still Wahaha’s well-deserved trump card. The best-selling performance for more than 20 consecutive years reflects the strong appeal of a classic beverage product across the time dimension. Wahaha’s official announcement to become the official non-alcoholic beverage sponsor of the Hangzhou Asian Games in 2021 also highlights the hard power and brand influence of established enterprises.

Adults are enthusiastic about June 1, which actually reflects the desire of contemporary young people to temporarily unload the burden of life and retrieve the simplicity and beauty of their childhood. "Who is not a baby yet?", the brand is using its own way to strive to locate the consumer group corresponding to the age group. Wahaha advocates for older children to break the shackles of age and return to their innocence from various angles.