China Food

Product color change, IP cross dressing… What does this 33 year old childhood classic snack rely on?

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For classic products, classic is its advantage, and brand rejuvenation is its long-term topic. Breaking through the inherent image through product innovation and marketing innovation, and expressing the brand’s unique brand in a way that is more popular with the new generation of consumers, may be the direction that classic products should try to revitalize.
 
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Text: Giselle Yin

Source: food daily (ID: food)

 
Qixi is coming again. At the node of Chinese romantic Valentine’s day, Xiaobian found that not only the recent air has become pink in recent days, but also my childhood snacks.
The childhood snack that has become pink this time is langweixian, a subsidiary of Wangwang group.
I believe that for many post-80s and post-90s generation, having a bag of Wangwang gift bags in their childhood can definitely become the envy of all children. When you receive a big gift package, you will also take out your favorite package of snacks first. In the gift bag, in addition to fairy shells and snow cakes, Langwei fairy is also the object to be snatched. The blue packaging bag, the spiral shaped crispy potato rolls, and the image of angels and fairies on the packaging constitute a beautiful childhood memory.
However, on this year’s Qixi, langweixian changed from blue to pink, and launched the pink rose flavored creative fancy potato roll, with the main theme of romance. In fact, langweixian has made frequent innovations in recent years, which is not the first time it has “cross dressed”. So, as a classic snack, in order to adapt to the new consumer and industry trends, what changes have taken place since the birth of langweixian? In terms of products and marketing, how to cater to the changes of the new generation of consumers? What enlightenment can be given to the innovation and change of traditional products, the rejuvenation of brands and the embrace of new consumers?
Photo source: Weibo @ Langwei xianguan micro

The taste is new, and it needs to be classic and new,

Enrich product lines and embrace new fans

Looking at those “classic products” at home and abroad, although they are blessed with feelings and the filters of the times, they also have a national degree and a wide range of consumer awareness. However, in the face of changing consumer habits and preferences and emerging new consumers, how to create products and marketing in accordance with the new trend while maintaining the classic is a subject that all classic products need to study. Lang Weixian, the protagonist of today’s case, is no exception.
Born 33 years ago, langweixian reaps long-term fans
Langweixian, born in November 1, 1989, is also a 33 year old classic product. As a snack with potato as raw material, langweixian positioning fancy potato roll realizes a unique spiral DNA shape by relying on the patented fried puffed food preparation method, which not only makes the product less fragile and maintains the complete taste, but also differentiates from flat puffed food such as potato chips, creating a unique shape memory point of langweixian and improving consumer awareness.
Photo source: Wangwang langweixian official account
At the same time, langweixian is not greasy, heavy and sticky, and sprinkled with salty and sweet vegetable powder
In addition, with more and more “cheese heads” on the Internet, in June this year, langweixian launched a new golden garlic cheese flavor.
Compared with the relatively light vegetable flavor langweixian of the early generation, langweixian with garlic flavor and cheese flavor follows the differentiation route of rich aroma. The non fragile double helix shape is full of materials. The delicious garlic flavor and fragrant cheese have also quickly harvested a large number of fans after being listed, and become a good partner for them in drama chasing, office and other times. Some fans even send social media to call it the “best puffed food of the year” in her mind.
Photo source: Weibo @ Langwei xianguan micro
The taste expansion of normal products provides more choices for consumers, meeting the diverse needs of groups of different ages and tastes; Other new flavors launched in succession have broken through the traditional brand image, providing fresh taste experience and topic degree, which can arouse the memory and curiosity of old fans and also attract new fans to taste.
Photo source: langweixian
New vision, fashion change + interaction with “friends”,
“Changeable immortal” embraces the new trend of IP play
Another popular marketing trend in recent years is IP marketing. Through the combination of brand and IP, create a more recognizable brand image, attract the attention of consumers and improve the brand awareness; Or to interact with consumers through the IP image, draw in the distance between consumers and improve the brand’s popularity, which is the marketing and brand building direction that more and more brands are trying.
As we all know, Wangwang is a pioneer in IP marketing of domestic food brands. Continuous IP upgrading and rejuvenation has always been one of the characteristics of Wangwang. As a brand under Wangwang, langweixian has made many new moves in IP rejuvenation in recent years in addition to taste updating.
I don’t know how many people have an impression on the little boy in white who is waving his wings and holding a magic wand on the package? That little boy is the IP image of langweixian. While langweixian kept pace with the times and promoted new tastes, the little boy also changed his white clothes to become a “miracle Fairy” and held a variety of theme changing shows.
For example, in the microblog released on July 31, the official wechat of langweixian showed the clothes of different colors corresponding to different flavors of langweixian.
Photo source: Weibo @ Langwei xianguan micro
In addition to taste themed cross dressing, langweixian will also closely follow current events. This year alone, after Liu Jianhong’s shuttlecock Exercise fire, Xianxian changed into a sports suit and joined the cloud fitness; After the Spring Festival Gala “only green” shocked countless audiences, Xianxian changed into the same clothes of the dancers and practiced the non-standard “green waist”.
In addition, the theme of twelve constellations, the theme of daily greetings, Koi costumes, wizard costumes, cowboy costumes, doll costumes… Langwei fairy official wechat can be said to be a large-scale dressing show of “miracle Fairy”. People always shout that Langwei fairy is so cute, and they simply want to make a picture of it.
Photo source: Weibo @ Langwei xianguan micro Red Book @ Wangzai Club
except
For Wangwang, which is well-known in the world for its advertising language of “pay tribute to Wangwang and make it more prosperous in the coming year” and “you are prosperous, I am prosperous and everyone is prosperous”, not only IP marketing is its strong point, but also festival marketing, which has contributed many interesting festival marketing cases.
Recently, during the Qixi Festival, langweixian, as a brand of wangwangzi, once again became fragrant and changed color, and launched a new pink rose flavor product, which changed the childlike image and played a romantic role for adults.
Photo source: Weibo @ Langwei xianguan micro
Visually, the pink langweixian has changed from the package to the DNA spiral shaped potato tortilla into a delicate pink like rose petals, and the girl is full of heart. The spiral shape composed of rose petals in the new product video and the langweixian born from a large sea of pink roses have created a romantic atmosphere.
At the same time, the new taste has a real petal covered potato tortilla body, which retains the fragrance by adding high-quality roses. Once the packaging bag is opened, the aroma of roses immediately comes to the face. In addition, the classic crisp and crisp taste of langweixian brings three impacts on vision, taste and smell. It can be said that it is a full sensory immersive romantic experience.
Photo source: Weibo @ Langwei xianguan micro
In addition to the new flavor products integrating rose elements, langweixian also provides options with a sense of ceremony. In combination with the concept of Qixi roses, the combination of pink langweixian and rose bouquet is carefully prepared.
In coordination with the launch of new products on Qixi Festival, the officials and micro businesses under langweixian and Wangwang also continue to carry forward the brand tradition and cooperate with each other from the warm-up stage.
For example, one week before the launch of the new product, the official wechat of langweixian appeared a very hidden notice, and the pink langweixian appeared in the illustrations of langweixian Park and the new taste notice.
Photo source: Weibo @ Langwei xianguan micro
After the new product was put on the shelves, “miracle Fairy” changed into new clothes for the occasion again. Three sets of “Qixi rose clothes” have been changed before and after.
Photo source: xiaohongshu @ Wangzai Club Weibo @ Langwei xianguan Weibo
As a friend of langweixian, Wangzai has also started to provide assistance in a fancy way in the official micro. Forwarding Weibo is of course the basic operation. Before the countdown to the sale, we sent out three days of unfashionable love stories. We even took out the “unfashionable retro style advertisement” on the day of sale, and made a new video with different flavors of Langwei Xianshang dating program as the theme.
Photo source: Weibo @ Wangzai Club
Wang Wang’s second son @ Matt Wang’s family also came to call in time. He said, “I can’t write it down, but the food is delicious.” he added plastic English to praise “Goodtaste”. Planting grass is simple and rough, and it is quite straightforward and willful of “group master”.
Photo source: Weibo @ Matt Wangjia
In this new product release of langweixian, the brand took advantage of the romantic festive atmosphere of Qixi Festival and combined the pink rose visual elements catering to Qixi festival with the hot floral flavor in recent years. In the publicity, the IP linkage of langweixian and Wangwang was used for borrowing
Product color change, IP cross dressing… What does this 33 year old childhood classic snack rely on?
节日营销一直是热门营销时机。在食品行业,节日营销诞生了许多经典案例,有的食品天然带有节日基因,容易成为节日热点,有的则是因为和节日产生了强关联而出圈成为一代人的记忆。
如今,越来越多的品牌开始投入节日营销,通过在节日这一特殊时间节点与消费者的消费习惯和情绪达到同频,采用迎合现代消费者喜好的方式策划营销活动,依然是品牌出圈和刷新消费者品牌认知的方法之一。
根据SocialBeta的《2021/22节日营销趋势报告》,在其收录的4500+个营销案例中,与节日营销相关的案例就占到了20%以上,而2021年的热门营销节日Top5中,除了春节,还有七夕这一中国传统浪漫节日。
对于以“拜拜用旺旺,来年更加旺” “你旺,我旺,大家旺”的广告语闻名于世的旺旺来说,不仅IP营销是强项,节日营销也是强项,贡献了不少有趣的节日营销案例。
单说最近,七夕期间,作为旺旺子品牌的浪味仙就再次变香变色,推出了粉⾊玫瑰味新品,一改童趣形象,玩起了大人的浪漫。
图片来源:微博@浪味仙官微
在视觉上,粉色浪味仙从包装到DNA螺旋形薯卷饼体都变成了类似玫瑰花瓣的娇嫩粉色,少女心满满,新品视频中由玫瑰花瓣构成的螺旋形以及从大片粉色玫瑰花海中诞生的浪味仙更营造了一种浪漫氛围。
同时,新口味有真实花瓣覆盖薯卷饼体,通过添加优质玫瑰保留了清香,一打开包装袋,玫瑰的香气立刻扑面而来,在加上浪味仙经典的爽厚酥脆的口感,给人带来视觉、味觉、嗅觉
的三重冲击,可以说是全感官沉浸式的浪漫体验。
图片来源:微博@浪味仙官微
除了融合了玫瑰元素的新口味产品,浪味仙还提供了具有仪式感的选项,结合七夕玫瑰的概念,贴心地准备了粉色浪味仙和玫瑰花束的组合。
配合七夕新品发布,浪味仙和旺旺旗下的官微们也继续发扬品牌传统,从预热阶段就开始相互配合“整活”。
如在新品上市一周前,浪味仙官微就出现了非常隐蔽的预告,在浪味仙公园插画和新口味预告里都出现了粉色浪味仙。
图片来源:微博@浪味仙官微
新品上架后,“奇迹仙仙”则再次换上了应景的新衣服,前前后后已经换过了三套“七夕玫瑰装”。
图片来源:小红书@旺仔俱乐部 微博@浪味仙官微
而作为浪味仙的朋友,旺仔也在官微开始了花式应援。转发微博当然是基本操作,发售倒计时前连发三天土味情话,甚至在发售当天拿出看家本领“土味复古风广告”,以不同口味的浪味仙上相亲节目为题材制作了推新视频。
图片来源:微博@旺仔俱乐部
旺旺二公子@Matt旺家也及时赶来打call,一句“我文案写不出来”但“东西是好吃的”,加塑料英语称赞“古德taste”,种草简单又粗暴,颇具“集团少爷”的直白任性。
图片来源:微博@Matt旺家
在浪味仙这一次新品发布中,品牌借势七夕的浪漫节日氛围,产品上结合了迎合七夕节日的粉色玫瑰视觉元素和近几年大热的花香风味,宣传上利用浪味仙和旺旺的IP联动进行借势宣传。
在内容上,浪味仙利用玫瑰花海、飞越城市上空的玫瑰花瓣等华丽元素打造视觉唯美浪漫的新品视频,在抖音、微博等官号评论区都留言表示“谁能想到这是个广告”“突然变得高级了”“好浪漫,我喜欢”。
同时,也有品牌拿手的“爱玩”风格的土味复古风广告和官号互动文案,既有熟悉感,又有新颖的品牌形象传达,兼顾了品牌特色和节日氛围,是浪味仙的一次有突破的新尝试。
小结
对于经典产品来说,“经典”是和消费者产生情感链接的基础,是具有广泛的消费者认知的品牌优势,但保持优势的同时,也需要大胆突破,打造与时俱进的、更具有生命力的新形象。
如何利用好优势,延续经典,甚至创造新经典,与新的消费者产生新的链接,是需要普遍思考的课题。
以这次七夕的浪漫主题新品发布和一系列节日营销动作为契机,回顾浪味仙近几年在产品上新迭代和IP营销上的动作,我们可以看到品牌在维持经典口味和旧有消费者的同时,也洞察到新时代消费者对多元化消费的喜好变化,以更丰富多变的形象进入市场,实现传统形象突破以及在新生代消费者中的传播。
伴随了一代消费者整个童年的品牌也在和消费者共同成长,未来是否能通过产品迭代创新和营销创新再次烙印在新生代消费者的记忆中呢?关于经典产品的突破创新,大家又有哪些想法和意见呢?欢迎在评论区和我们一起讨论呀!

封面来源:浪味仙
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