Recently, the 2024 Olympic marketing battle has begun, with major brands gearing up to enhance their influence through sponsorships and marketing activities. According to foreign media reports, the 2024 Paris Olympics will be the first since 2016 to have full venues and will be one of the largest Summer Olympics to date. Sports marketing has always been a key focus for FMCG companies, and this year, leading companies have not diminished their enthusiasm for Olympic sponsorship. For example, Junlebao announced its partnership as the official partner of China's top ten national teams; Yili held a themed event 'Double Olympic Yili, Together to Paris' and invited several renowned athletes; Mengniu, as a global Olympic partner, covers multiple Olympic events, showcasing its global vision. It is worth mentioning that as a newcomer and also a leading plant-based protein beverage company, Six Walnut's Olympic marketing caught the attention of reporters from the start. By signing table tennis world champion Xu Xin as brand recommendation officer, Six Walnut launched a series of innovative marketing activities themed 'Six Walnut, Cheer for Chinese Athletes!' This not only enhanced brand exposure and consumer awareness but also established a unique scenario positioning in the competitive market, attracting more potential consumers. This article will analyze Six Walnut's Olympic marketing strategy and its underlying logic from the perspectives of product value renewal, scenario value expansion, and brand value elevation. Partnering with Table Tennis Champion Xu Xin Redefining 'Champion Quality' On July 10, Six Walnut officially announced table tennis world champion Xu Xin as its brand recommendation officer. Xu Xin, a top player in Chinese table tennis, has a brilliant record of multiple world championship titles. He enjoys high prestige in the Chinese sports community and has a deep fan base among consumers. Since its inception, Six Walnut has always aimed to provide high-quality healthy beverages, advocating a lifestyle of 'smart nutrition, vitality, and health.' Industry analysts believe that Six Walnut chose Xu Xin not only based on his achievements in sports but also because his public image aligns highly with Six Walnut's brand philosophy. Six Walnut has always emphasized supporting brain and physical health through the nutrition of natural walnuts, and Xu Xin, as an outstanding athlete, represents the dual strength of body and spirit. Through Xu Xin, Six Walnut can more effectively convey its health philosophy to consumers and strengthen its health image in their minds. The role of a brand recommendation officer in brand communication cannot be underestimated. In Olympic marketing, the endorsement of sports stars can greatly enhance brand credibility and appeal. Six Walnut's move aims to use Xu Xin's image and influence to convey the brand's core philosophy, enhance brand image, and improve market competitiveness. While deepening the integration of brand and sports spirit, Six Walnut redefines 'champion quality' and further demonstrates its industry leadership in the walnut milk sector. Six Walnut has always won consumer trust with its excellent product quality. Its production process selects high-quality walnuts to ensure every bottle of walnut milk is rich in nutrients, especially fatty acids and antioxidants beneficial to the brain. In terms of production technology, Six Walnut uses advanced extraction and processing techniques to maximize the retention of natural nutrients in walnuts, ensuring the purity and high quality of the product. This ultimate pursuit of quality has established Six Walnut's brand image of health and nutrition in the market. Signing table tennis world champion Xu Xin as brand recommendation officer is a vivid reinterpretation of 'champion quality' by Six Walnut. Xu Xin's tenacious spirit and outstanding achievements align perfectly with the high quality and standards that Six Walnut products consistently pursue. 'Playing Ball Requires Brain Power' Expanding Consumer Scenario Coverage At the same time, Six Walnut launched the proposition 'Playing Ball Requires Brain Power,' deeply binding sports spirit with life scenarios. Table tennis, as a national sport in China, enjoys high popularity among the public. Table tennis tables can be seen everywhere on streets, in schools, residential areas, and sports grounds. Moreover, table tennis is suitable for all ages, and even families can play at home. Anyone can easily pick it up and play a few rounds. Table tennis not only exercises the body but also trains the mind. When serving, players need to think about how to use subtle arm movements to deliver unpredictable shots. Combining regular aerobic exercise with complex, skill-based movements requires brain activity and also serves to exercise the brain. The aforementioned person stated that through this slogan, Six Walnut successfully combines the brand's functional benefits with consumers' life scenarios, further awakening brand associations in the 'playing ball requires brain power' scenario. To this end, Six Walnut is also launching comprehensive online and offline communication during the 2024 Olympic period. In terms of creativity, Six Walnut released promotional videos and posters featuring Xu Xin, using vivid visual effects to attract audience attention and emotional resonance. The videos not only reflect the national sentiment of 'cheering for Chinese athletes' but also strengthen the exposure of the 'playing ball requires brain power' scenario association. In addition, Six Walnut chose high-potential media platforms such as high-speed rail, airports, CCTV, satellite TV, New Trend, and OTT for concentrated placement. The core of high-potential media full-domain placement is to ensure brand information reaches different audience groups in various scenarios through multi-channel and multi-platform synergy, strengthening consumer awareness and memory. Brand Value Elevation Enhancing Market Competitiveness The 2024 market environment is full of challenges and opportunities. Some say this is the worst economic year ever, while others say it will be the best year in the next decade. For FMCG brands, although manufacturers face equally huge challenges, we must be fully prepared for the future. A shrinking overall market does not mean there are no growth opportunities. In the era of involution growth, competition is about operational quality and staying in the game. The addition of Olympic marketing not only promotes the elevation of Six Walnut's brand value but also wins valuable development opportunities to increase market share. The Paris Olympics is the first Summer Olympics where audiences fully return to the stands after the pandemic. Sports marketing is a means, not an end. For brands, the Olympics still offer a chance to build deep connections with Olympic audiences, and how to convert the traffic generated by sports into real business growth is the ultimate focus for brands. From product and scenario dimensions, during the Olympics, Six Walnut continuously emphasizes its products' 'real ingredients' and 'champion quality' in various advertisements and promotional activities. By associating with top sports events and athletes, consumers gradually develop higher awareness and recognition of Six Walnut's product quality, believing it is not only suitable for daily consumption but also meets the nutritional needs of high-intensity mental and physical activities. From consumer emotion, the Olympics is a national event. Six Walnut successfully stimulates consumers' national sentiment and pride by supporting Chinese athletes and promoting slogans like 'Cheer for Chinese Athletes.' Such emotional resonance effectively enhances brand affinity and increases consumer emotional attachment and loyalty. Six Walnut's Olympic marketing strategy, through multiple dimensions of product value, scenario value, and brand value, successfully plants a high-quality, healthy, and nutritious brand image in the minds of hundreds of millions of consumers. This opportunity not only achieves a leap in brand influence but also undoubtedly injects a shot in the arm for the market economy in an era of shrinking volume. Recommended Reading