In the past two years, there has been less copywriting on Jiang Xiaobai's bottles.

It’s not that we don’t pay attention to bottle packaging, but we pay more and more attention to it. It just shifts the product's focus from emotion to taste.

Today, Jiang Xiaobai is undergoing a self-fermentation upgrade.

01

Bottle copy like this has become a classic. Add a sentence to each bottle, so that the wine and emotions can go down together.

Today, Jiang Xiaobai is not obsessed with expression, but with finding the right solution for the problem.

From the original "expression bottle" to the current "flavor bottle", this is not a simple packaging update or visual upgrade, but a clear brand strategy.

The "expression bottle" corresponds to white wine, which carries emotions and fits the consumption scenario of white wine.

The "flavor bottle" is connected to a new product, Jiang Xiaobai's fruit-flavored sorghum wine, which targets different consumer groups and scenarios.

We can also see from the bottle packaging that its visual appearance has undergone a major transformation. It is no longer in a graphic style, but a flat style, with a block of color representing a flavor.

On the one hand, it can effectively convey information and consumers can quickly find the corresponding flavor from the color. When they are placed on the goods, they can also form a rainbow landscape. Invisibly, a kind of product differentiation is formed.

On the other hand, using colors to represent mood is more relaxing and comfortable. Today's drink is peach flavored, which is very suitable for the light drinking scene of young people today. On weekends, on the sofa, on the way to watch TV series...

02

It is obvious that the "flavor bottle" is aimed at the female consumer market.

Because the "Expression Bottle" is so popular, its consumption scenario is too monotonous. It seems that only in places with night snack stalls, and only when there is brotherhood, will people have a bottle of Jiang Xiaobai.

And this fruit-flavored Jiang Xiaobai is a supplement.

This time, it took a different path. For relaxing scenes, we do not exaggerate emotions, but focus on taste to create a pleasant drinking experience.

This experience is built on two aspects:

On the one hand, Jiang Xiaobai had his own one and a half acres of land and built his own farm and winery. More research and development is invested in the products to ensure quality and taste.

On the other hand, each bottle has a QR code that allows access to Jiang Xiaobai's "Bottle Planet". This is a circle where there are consumers' wine tasting reports. In terms of interaction, consumers make friends over wine and have a unique consumption experience.

It can be seen that Jiang Xiaobai's communication path has changed from emotional to rational. This is an accurate insight into the consumer population; young people are paying more and more attention to the feeling of taste buds.

This is also the firm belief of a brand: taste is above all else, and delicious food is the bottom line.

03

You will find that there are more and more small wines targeting women.

So, how can your brand stand out? How do you get them to pick you up from the supermarket shelf? The answer given by Jiang Xiaobai occupies the commanding heights of the category.

Whether you are a bottle of juice or a bottle of wine is two completely different things.

From its advertising slogan, we can see that Jiang Xiaobai focuses on creating the concept of "juice", fruity flavor, and containing juice, and repeatedly emphasizes these product characteristics.

The book “The Origin of Brands” says: “Consumers think in terms of categories and express themselves in terms of brands.”

Jiang Xiaobai has started its category strategy, hoping to firmly dominate this category. When talking about fruit-flavored wine, Jiang Xiaobai comes to mind.

It is also understandable why we do not construct the artistic conception of the copy, but instead use blocks of color to express it. At this stage, all marketing actions are aimed at building categories.

For a long time afterwards, Jiang Xiaobai will be prefixed with "fruit flavor".

——

In the past, Jiang Xiaobai was just a single product.

Jiang Xiaobai is now a parent brand. Not only does it have many series of products, such as pure sorghum wine and fruit-flavored sorghum wine, it also has its own sub-brands, such as Meijian.

The copywriting brings it huge traffic, but also limits its space. Jiang Xiaobai no longer just writes copy, it's time to show his skills.

Author: Shock Copywriter

Source: Shock Copywriter (SHOCKCW)