With the classic slogans such as "we do not produce water. We're just porter of nature" and "Nongfu Spring tastes a bit sweet", Nongfu Spring is always able to attract the attention of consumers and the industry. In addition to those classic marketing cases, Nongfu Spring played with various bottle marketing in recent years. Through the bottle body, with the unique humanistic care of the brand Nongfu Spring could have accurate insight into content, and communicate with consumers in a heart-warming way.
Apart from marketing, Nongfu Spring has also made great effort in public welfare activities. On August 27, Nongfu Spring launched Poetry of Bottle public welfare project in partnership with China UnionPay, printing poems from children in the mountain areas of Sichuan, Anhui and Henan on the bottle body. The sales volume of Poetry of Bottle topped more than 100 million, and through this project, more people get to know the talents of children in the mountain areas and care for the Chinese poetry education of left behind children in rural areas.
In terms of the bottle body crossover cooperation, Nongfu Spring is committed to achieve emotional resonance and esthetic beauty in design. The packaging of Poetry of Bottle subtly adopts the small receipt design of China UnionPay POS machine as the background of the poem. It is simple and in accord with the connotation of the project. And with the curved paper design beside the small receipt and the illustration of small images, the outer packing shows a sense of clarity, which perfectly represents the inner world of innocent children. As for the bottle body, Poetry of Bottle H5 website continues the simple and pure style of the activity. People can listen to children from the mountain areas read a poem by scanning the QR code on the bottle body, or donate money through UnionPay cloud flash payment. Nongfu Spring expects to express concern and convey humanistic solicitude through the bottle body, and amplify the voice volume for the disadvantaged groups.
On the one hand, Nongfu Spring launched this public welfare activity for the children in the mountain areas. On the other hand, it recalled the childhood memories of the post-80s and 90s, by which it promoted the public awareness of the warm-hearted public welfare activity for children jointly launched by Nongfu Spring and China UnionPay. In addition to the public-spirited cooperation with China UnionPay, Nongfu Spring launched various series of bottle body designs such as Music Review with Netease Cloud Music, Natural Animals for new year festival, as well as Bottle of the Imperial Palace. All these indicate that Nongfu Spring endorses marketing activities with its unique product features.
Through rich and varied designs, changing labels of products, and combining with the brand activities, Nongfu Spring endows the old products with new content and vitality, and forms a unique beauty. The bottle body holds an important position in the brand construction of Nongfu Spring. Every once in a while, Nongfu Spring will develop a variety of bottle body designs that are beautiful, interesting and well-designed to express the brand story.
Now, the aesthetic of bottle body design has become a distinctive feature of Nongfu Spring. Nongfu Spring prints what it wants to convey to the consumers on the bottle body, by which consumers are able to accept the information in a more intuitive way, promote the propaganda, feel Nongfu Spring dedication in emotional resonance and aesthetic design, express emotions and convey humanistic care and help the disadvantaged groups to voice their needs.