---
title: "Mengniu, Yili, Nongfu, Qiaqia, Glico and Others All Change Packaging—A Sneak Peek at the New Looks"
description: "As the Spring Festival approaches, major companies are launching new products and changing packaging to win over consumers. A review of products with refreshed packaging in 2018 shows that leveraging celebrity endorsements, sports events, mobile game IPs, popular variety shows, and offline activities has become an effective marketing strategy for the festive season."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2018-02-12"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/bA1NvQ4qSta7_2dQi6DVLA"
translation: "https://xinjignxiao.com/zh/articles/%E8%92%99%E7%89%9B-%E4%BC%8A%E5%88%A9-%E5%86%9C%E5%A4%AB-%E6%B4%BD%E6%B4%BD-%E6%A0%BC%E5%8A%9B%E9%AB%98%E7%AD%89%E9%BD%90%E6%8D%A2%E8%A3%85-%E6%96%B0%E8%A3%85%E6%8F%90%E5%89%8D%E7%9C%8B-cd257df4.md"
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---

# Mengniu, Yili, Nongfu, Qiaqia, Glico and Others All Change Packaging—A Sneak Peek at the New Looks

> As the Spring Festival approaches, major companies are launching new products and changing packaging to win over consumers. A review of products with refreshed packaging in 2018 shows that leveraging celebrity endorsements, sports events, mobile game IPs, popular variety shows, and offline activities has become an effective marketing strategy for the festive season.

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As the Spring Festival approaches, major companies are launching new products and changing packaging as a key strategy to win over consumers. A review of products with refreshed packaging in 2018 by Tiantian Xinpin reveals that leveraging elements such as celebrity endorsements, sports events, mobile game IPs, popular variety shows, and offline activities has become an effective means for companies to boost their Spring Festival marketing.
Let's take a look at which products have undergone a makeover and transformed into "cute items" that consumers are eager to buy!
1. Mengniu Tianxiaohai Gets an NBA-Inspired Makeover
Recently, Mengniu became an official global sponsor of the 2018 FIFA World Cup. Over the years, to convey the concept of "nutrition + exercise = health" and create more healthy and fashionable milk-based lifestyles, Mengniu has partnered with the NBA for various activities. In 2018, Tianxiaohai adopted NBA colors and added the All-Star Game logo, instantly looking cooler. With the NBA edition of Tianxiaohai launched and the All-Star Game about to air, Mengniu kicked off a "JD Big Brand Flash Sale Day" where consumers could also win an official NBA basketball for free!
2. Changyi 100% Probiotic King's Gift Box
When Changyi 100% meets Honor of Kings, the perfect combination of great taste and aiding digestion with fun and entertainment gives birth to the Changyi 100% King's Customized Bottle and a limited-edition King's Gift Box. Leveraging the wide audience of Honor of Kings, which has reached a level of nationwide entertainment, Yili reinforces Changyi 100% as the top choice for gatherings and enhances interaction with consumers through the Changyi King's New Year Goods Street event.
3. Glico Pocky Yingbao New Year Gift Box
At the end of 2017, Glico's Pocky series invited Zhao Liying as its spokesperson and launched the Pocky Yingbao New Year Gift Box ahead of the 2018 Spring Festival. The gift box contains two smaller boxes, each with six boxes of Pocky, totaling 12 flavors, offering consumers a feast for the taste buds. It is understood that each strip of the outer packaging features a Pocky mini-game, enhancing the entertainment experience.
4. Qiaqia National Museum Customized Gift Box
Recently, Qiaqia collaborated with outstanding talents from the China Academy of Art, inspired by the National Museum's treasured "Bronze Mirror with Flower-and-Bird Figures and Mother-of-Pearl Inlay," to incorporate the concept of harmony between heaven and humanity into a design for gatherings of friends, launching the Kuizhen National Museum Customized Gift Box. This gift box features the original flavor, with a specification of 120g*6 cans and a retail price of 179 yuan. Currently, the gift box is officially on sale at the Tmall flagship store, and will gradually be promoted in first-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, mainly targeting modern chain hypermarkets, high-end channels (including new retail), and customized channels (gifts), with a particular focus on the gift channel to drive sales during the festive season.
5. Wanglaoji Limited-Edition Huacheng Can
On January 31, 2018, Wanglaoji specially created a limited-edition customized can—the "Huacheng Can"—which will officially debut at the subsequent flower market event. The Huacheng Can is the first time in China that the world's leading Industry 4.0 private customization technology has been applied to beverages. Based on the original red can packaging, it incorporates the two cartoon mascots of Guangzhou's New Year flower market, "Huahua" and "Chengcheng," combining festive red and urban characteristics to send the most auspicious and prosperous wishes to Guangzhou citizens and tourists during the Spring Festival.
6. Lay's New Packaging in Sakura Pink and "Forgive Me" Green
In 2018, Lay's launched two new packaging designs that went viral online: soft and cute sakura-flavored chips and "forgive me" matcha-flavored chips, paired with girly pink and prairie "forgive me" green color packaging, instantly bringing a fresh and refreshing vibe.
7. Yili Glow-in-the-Dark Story Bottle
Recently, Danone Yili launched a glow-in-the-dark story bottle for children's water. After being exposed to strong light for 10 seconds, it glows in the dark when the room lights are turned off. By scanning the QR code on the bottle, children can listen to "The Water Sprite Glow-in-the-Dark Storytime" to accompany them to sleep. Currently, this magical children's water is available on JD.com.
8. Nongfu Spring Premium Water Golden Dog New Year Bottle
Since 2015, Nongfu Spring has launched a zodiac bottle every year. This year, Nongfu Spring once again released 240,000 sets of Golden Dog Bottle premium water. Consumers can scan the QR code on the promotional packaging of Nongfu Spring 550ml, 4L, or 5L "Wangcai" bottles, which feature the slogan "Good water brings wealth, Golden Dog greets the New Year," to enter a lucky draw.
9. Master Kong Packaged Drinking Water "Fu" Character Packaging
New year, new look—Master Kong packaged drinking water is no exception. To match the Spring Festival atmosphere, Master Kong packaged drinking water has transformed into festive "blessing water," borrowing the four characters "Fu, Lu, Shou, Kang" (blessing, prosperity, longevity, health) that carry traditional Chinese cultural significance and auspicious meanings, launching a "Fu" character packaging. It is currently on sale offline.
10. Xiangpiaopiao Customized Ruyi Cup
Although the Spring Festival marketing "battle" is becoming increasingly challenging, Xiangpiaopiao, as the first stock in the milk tea sector, has consistently grasped the needs and thinking of core users, enabling the brand to win. Recently, Xiangpiaopiao has once again entered the 2018 Spring Festival marketing fray, launching a customized "Ruyi Cup" with the promotional point "Celebrate an Auspicious Year with Xiangpiaopiao," targeting the New Year gift box market.
11. Mizone Launches 15 New Year Bottles
Just after New Year's Day 2018, Mizone launched a "New Year Bottle." The text on the bottle is the essence of this "New Year Bottle." It is understood that this Mizone New Year customized bottle is not only a brand-new packaging, but also, to support product sales and kick off a new round of marketing, Mizone has initiated a scan-the-code activity on the cap, further enhancing the momentum of product sales. Currently, this new product has been first released on JD.com.
12. Six Walnut Phoenix Can New Product
Six Walnut has always focused on the gift market. As the Spring Festival approaches, Six Walnut has launched a new Phoenix Can product. The Phoenix Can features exquisite packaging and auspicious symbolism. It is divided into several series for different occasions: "A Hundred Birds Paying Homage to the Phoenix for Reunion," "The Phoenix's Arrival Brings Auspiciousness," and "Dragon and Phoenix Bringing Good Fortune and Happiness," allowing consumers to choose different products for different occasions.
13. Want Want Lishang Wanglai Box & Wangshi Ruyi Box
Recently, Want Want teamed up with Tmall's "National Goods with Good Products" to launch co-branded New Year gift boxes: the Lishang Wanglai Box and the Wangshi Ruyi Box, which are now available on the Tmall platform.
14. Three Squirrels Yuanqi Trendy Gift Customization
As the "New Year Goods Festival" approaches, Three Squirrels has entered a state of full preparation. The Three Squirrels Tmall flagship store has launched a group-buying model for customized Yuanqi Trendy Gifts, allowing corporate and individual logo customization and flexible matching of gift packages to provide consumers with diverse choices. In addition to traditional gift packages, they have also introduced a more innovative sales model of "New Year's Internet-famous snacks" in bulk wholesale mixed boxes.
15. Watsons Drinking Water New Year God of Wealth Bottle
With the Spring Festival approaching, Watsons Drinking Water has launched a New Year God of Wealth Bottle. The limited-edition "Watsons Drinking Water God of Wealth Bottle" comes in six designs, each featuring a God of Wealth image symbolizing different auspicious meanings. It is currently available on JD.com and in offline stores.
Article from: Tiantian Xinpin (ID: ttxp360)


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