What brand strategies are Coca-Cola, Durex, Forbidden City Taobao... pursuing?

There is no doubt that almost all brands are now facing a problem: how to make their brands younger? This question does not concern whether it is a century-old store or a new brand that has been around for three to five years.

The Internet has accelerated the development of the times. Those born in the 1990s are becoming leaders in social discourse, and those born in the 2000s have already occupied the student groups on campus. If brands cannot quickly transform and capture the those born in the 1990s and 2000s, they will eventually face the fate of being quickly eliminated.

Many brands are already trying to become younger, but there are still many brands that don’t know how to do it. If you want to rejuvenate your brand, just learn these three tricks.

The simplest way to make a product younger is to work on its appearance and packaging. A small change may quickly change the overall temperament of the brand.

Case 1: Coca-Cola creative bottle

Coca-Cola was born in 1886 and is a truly old brand, but have you noticed? Even though hundreds of new beverages are launched every year, the young people around us will never forget Coca-Cola. In addition to its classics, Coca-Cola's long-standing youth strategy is indeed worth learning.

Since 2013, Coca-Cola has launched lyrics bottles, nickname bottles, and dialogue bottles, starting the trend of adding color to the bottle. By constantly changing the packaging, we integrate into the culture of young people.

Case 2: Warrior shoes are reborn

Speaking of Huili, many people will think of the "antique" cloth shoes of the past, because it has a history of nearly 90 years and is considered a national time-honored brand. With the entry of foreign giants such as Adidas and Nike, Warrior shoes seem to have been abandoned by the times and are struggling to operate.

It was not until 2015 that the antique Huili shoes were completely reborn, with 60 million pairs sold throughout the year, sales exceeding 3.5 billion yuan, and even becoming popular in Europe and the United States. In addition to playing the sentimental card, it is more because it has made some changes in design.

Currently, Huili launches different new models every year, and has developed more than 200 series and more than 5,000 styles in total.

The brand rejuvenation mentioned here is actually the brand image. The easiest way is to hire a spokesperson who is popular among young people. Young people like idols and brands also like them, so young people will naturally have a good impression of your brand. You won’t know how powerful the fan economy is until you try it.

Case 3: Li Yifeng endorses TAG Heuer Carrera watch

Generally, high-end watch brands position their users as successful business people, but TAG Heuer Carrera announced its new brand image spokesperson last year, who is none other than the popular young actor Li Yifeng in China. He is another young entertainment star who joined TAG Heuer after G.E.M. Deng. Together with Jeremy Lin and Cara Delevingne, TAG Heuer's spokesperson lineup is becoming younger and more entertaining.

Case 4: Snickers and TFBOYS

Speaking of generation gap, those born in the 80s and even most of those born in the 90s cannot understand why the three kids from TFBOYS are so popular, just like our parents could not understand why we were so obsessed with Jay Chou and Mayday...

This group, which became popular by taking advantage of the Internet dividend, has always been known for its super fighting power among its fans. Snickers also took a fancy to the fan power behind them and signed TFBOYS to become its new brand spokesperson in April this year. The new Snickers endorsed by TFBOYS is now available for sale in new packaging after being put on the shelves, with both combination and single products available for retail. After 50 minutes, 3,526 boxes of the combination version had been sold, 3,464 boxes of Wang Junkai version had been sold, 3,930 boxes of Wang Yuan version had been sold, and 3,481 boxes of Yi Yang Qianxi version had been sold. On that day, the transaction volume of its Tmall flagship store exceeded RMB 3.5 million within an hour.

To promote younger content, you can use new technologies, such as H5, live streaming , VR technology, etc., to let your content communicate with young people instead of the brand speaking to users.

Case 5: Durex live broadcast of hundreds of people wearing condoms

This case probably needs no further explanation.

Durex has always been a role model for all brands in the social era. Everyone is chasing after Durex, but you must know that Durex has an inherent brand advantage, which is sex. So your brand is destined to never become the second Durex. However, Durex’s communication logic can be used as a reference. Dare to be the first in the world and use new technologies to spread the content you want to spread.

Case 6: Forbidden City H5, an old IP has a second life

Not long ago, an H5 titled "Traveling Through the Forbidden City to See You" swept the WeChat Moments. A Ming Dynasty emperor singing rap, posing in various postures, and jumping in and out of WeChat scenes gave the Forbidden City, an IP that couldn't be any older, a second spring. If even an old antique like the Forbidden City can be so youthful, why can’t other brands do the same?

If we can work on the three aspects of products, brand image and communication methods, the overall rejuvenation of the brand will be a natural thing.

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The author of this article @Jun Xiaobao Compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting!