Brief Explanation

Suntory launches the new product called Light Lemon Water in May 2014. The biggest challenge for Suntory Light Lemon Water was to optimize small budget to induce trial and maintain consumer interest in such a competitive market. To overcome the challenge, we did the following: 1. Created unique brand story around the key message of ‘Light flavor and Light attitude towards life’ to meet the target consumers’ yearning for healthy and balanced life. 2. Created memorable brand icon Mr. Dandan(means light in Chinese) with full character and storylines that has not only successfully conveyed the communication message but served as one of the most identifiable, lovable and durable brand equities in the market. 3. Created a series of online and offline engagement content on the platform of Mr. Dandan that has generated enormous buzz and interest among target consumers for the past 2 years. We achieved excellent campaign result.

The Brief

challenges: 1. How do we STAND OUT and SET THE VALUE for “light lemon water” 2. How do we position the drink to well introduce the new concept - “light lemon water” - to attract wider target and drinking occasions? Strategy Based on our target insight, we decided to build our product concept around “less for more” and create a new category – Light Drinks – in the RTD drink market. This new category sits right between existing drinks in the market, which have heavy taste or added ingredients & functions, and water which is zero taste and content.

Describe the success of the promotion with both client and consumer including some quantifiable results

1.In 2 weeks, • Digital Impression: 213,430,540 • PV: 1,851,279 • Initiative Weibo and Wechat post: 236,601 • News impression: 80,255,206 and 12,695,414 times repost 2.Achieved 80% brand awareness after launch. 3.By Baidu index which prove search intensity of consumer, Qingnin water far exceed the Mizone the category leader. 4.Best selling product in mainstream convenience store Familymart and Lawson. And The channel are willing to give Qingning water best position and shelf. 5. Lemon Dandan is so popular that Taobao” ,the biggest Ecommerce platform, started to sell Dandan on net. 6. Among intense competition with Giant Brand from cokecola and Mizone, Shanghai government awarded Qingnin water golden product which prove high quality and popularity in shanghai. 7. After event, 80 numbers of Dandan are all adopted by fans.

Explain why the method of promotion was most relevant to the product or service

O2O campaign featured 3D DanDan installation in the open area of one shopping center, supported by online multichannel promotion. The campaign generated enormous buzz on social media, which in turn drove more consumer flow to the installation site. DanDan of 12 star signs: personality, story and classic one-liner of DanDan for each star sign, together with DanDan GIF emojis, launched across social media with KOLs. To maximize the buzz of the launch, we partnered with KOL and culture icon Nic Li and his brand MLGB to promote the brand. MLGB special edition with DanDan elements, designed by Nic with 3D AR interactive activities, prizes to win DanDan-Tshirt. Over 10,000 consumers attended the event in 3 days. To accompany the event, we invited DanDan fans to play a wechat game ‘DanDan Red Pack Bomb’ to win DanDan GIF emojis, toy and T-shirt and share Red Pack to more friends.