---
title: "Wei Chuan Goes All In: \"Hello, You're Perverted. Don't Hug Me.\" How to Play Bottle Marketing?"
description: "This article is reposted from Brand Vista (ID: brand-vista) with permission. It discusses Wei Chuan's new \"spelling bottle\" campaign for its Daily C juice, which features 42 bottle designs with Chinese characters that can be combined to form phrases. The article explores the effectiveness of bottle-based marketing, emphasizing the importance of consumer insight and creativity beyond just packaging."
author: "品牌几何"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-12-11"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/wei-chuan-goes-all-in-hello-you-re-perverted-don-t-hug-me-how-to-play-bo-d4ce3b59/"
markdown: "https://xinjignxiao.com/en/articles/wei-chuan-goes-all-in-hello-you-re-perverted-don-t-hug-me-how-to-play-bo-d4ce3b59.md"
original_source: "https://mp.weixin.qq.com/s/9HVFEtlRQKG34q06_7HrQw"
translation: "https://xinjignxiao.com/zh/articles/%E5%91%B3%E5%85%A8%E6%8B%BC%E4%BA%86-%E4%BD%A0%E5%A5%BD%E8%89%B2-%E5%88%AB%E6%8A%B1%E6%88%91-%E7%93%B6%E7%BD%90%E8%90%A5%E9%94%80%E8%A6%81%E6%80%8E%E4%B9%88%E7%8E%A9-d4ce3b59.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/wei-chuan-goes-all-in-hello-you-re-perverted-don-t-hug-me-how-to-play-bo-d4ce3b59/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Wei Chuan Goes All In: "Hello, You're Perverted. Don't Hug Me." How to Play Bottle Marketing?

> This article is reposted from Brand Vista (ID: brand-vista) with permission. It discusses Wei Chuan's new "spelling bottle" campaign for its Daily C juice, which features 42 bottle designs with Chinese characters that can be combined to form phrases. The article explores the effectiveness of bottle-based marketing, emphasizing the importance of consumer insight and creativity beyond just packaging.

**This article is reposted from Brand Vista (ID: brand-vista) with permission.**
**Heard that Wei Chuan Daily C juice is playing a word game recently?**
Seeking warmth, hug me.
It's cold, I miss you.
Take care, don't catch a cold.
The official intention was likely to use these combinable phrases to offer timely care during the cold winter. However, it inevitably turned into a mudslide of jokes...
You catch a cold every day (netizen parody)
After removing the bottle label copy, Wei Chuan recently launched a new campaign with packaging named **"Spelling Bottles"**. There are 7 flavors of juice, each with 6 different Chinese character designs, totaling 42 designs. When bottles are arranged together, the characters can be combined to form various sentences. Hence the display above...
From Coca-Cola's creative bottle play, to Nongfu Spring's "art bottles", to Jiang Xiaobai's "literary warm guy" bottles, and now Wei Chuan... **Innovating with packaging to attract attention seems to be a trendy tactic in the beverage industry.** These bottle-centric campaigns seem to bring age-old brands back into the public eye, raising the question: Is creative bottle design enough to ensure marketing success? Bottle media seems to be pushed to a precarious peak.
Today, let's examine the Wei Chuan case to understand what bottle marketing is really about.
**The path to youthfulness in the social era:**
**Let consumers show off for you**
Since June last year, Wei Chuan Daily C has undergone a large-scale packaging update, replacing the original "Wei Chuan Daily" logo with phrases like "You should drink juice", such as "You've worked overtime, you should drink juice" and "You don't like vegetables, you should drink juice." The focus is on conveying a message of care. This year, they also launched a blank "Say Hi" bottle for DIY, and a bottle with lines from the TV drama "Love O2O" as part of product placement...
"Love O2O" line bottles
These seemingly promotional slogans have sounded the clarion call for Wei Chuan's brand rejuvenation.
** _1_ ** Moved by the brand's caring language, naturally leading consumers into the scene
Wei Chuan's slogans are simple, but why do they resonate?
Say Hi reason bottles
Because, besides being easy to read, they create a strong sense of scene.
After setting its youth strategy, Wei Chuan adjusted its target consumers to ages 20-30 and decided to encourage them to drink juice using language familiar to young people. For young people who pursue "enjoying the present", they are more easily moved by caring language from brands than by manufacturer language emphasizing "ingredients and high quality".
For example, the selection of Chinese characters for the new spelling bottles was carefully considered. Wei Chuan Daily C's Brand Manager Dong Wenzhang stated, "About one-third of the characters are related to juice boosting immunity, while two-thirds focus on care."
On the latest packaging, besides prominent Chinese characters, there is also a accompanying phrase. For instance, the peach juice bottle with "美" (beautiful) says "Naturally beautiful, you should drink juice"; the apple juice bottle with "多" (more) says "Smile more sweetly, you should drink juice."
** _2_ ** Being "played with" by consumers is the best fate for a brand
From a theoretical perspective, social networks have four major emotions: boredom, empathy, patriotism, and the desire for bargains. Wei Chuan's bottle campaign seems to soothe people's boredom. But surviving on social media is not that easy?
Recently, the acclaimed director Makoto Shinkai and his masterpiece "Your Name" have been dominating media, and thanks to netizens, it has been parodied... So the earlier mentioned Wei Chuan parody "You catch a cold every day" and others like **"Hello, you're perverted. Don't hug me."** , **"I don't miss you much."** , **"It's cold. I'm going to catch a cold."** — remember, this generation of young people is known for their entertainment-to-death spirit of mockery on the internet.
Netizen parody of "Your Name" poster
Netizen parodies strip away the official conservatism and rigor, but their humor carries stronger dissemination power. As the saying goes, "love deeply, and you naturally mock". This form of UGC (user-generated content) might be exactly what brands hope to see.
**The magic of advertising and marketing:**
**Sometimes it wins with packaging, sometimes with everything**
At first glance, the interesting packaging triggers a chain reaction, making bottle marketing seem powerful. But upon closer examination, the magic of these campaigns lies not just in packaging.
** _1_ ** Creativity can create sales miracles; bottles are just a medium
Before the bottle label marketing, Wei Chuan juice had updated its packaging several times, but few consumers noticed. Bottles may be the most impactful part, but for a product, beyond impact, endurance is also important. Besides the bottle medium, Wei Chuan also invested in TVCs and print ads, reminding you in multiple dimensions: **drink juice every day**.
Additionally, Wei Chuan stated that the spelling bottle packaging campaign will continue until the end of February 2017. In January next year, they will update the packaging again, changing the text to a Chinese New Year theme; they will guide people to play with the spelling through H5 pages and KOL promotions triggered by scanning QR codes on the bottles.
With various forms of play, and recalling Coca-Cola's marketing campaigns, these brands that know how to play ultimately rely on creativity. **The medium is just a point; creativity forms the surface.**
** _2_ ** Good consumer insight means every emotional reminder is a purchase reminder
Creativity is so engaging because it masters the target intelligence. The key to a campaign is consumer insight. If last year's bottle label copy focused mainly on brand-consumer communication and care, Wei Chuan, immersed in social media, seems to have adopted internet celebrity and live-streaming tactics, projecting itself into interactive marketing circles.
Moreover, China's market is vast and diverse, with different customs across regions. To deeply root itself in the market, Wei Chuan adopted a region-specific communication strategy. For example, in South China, the focus is on "100% pure, no additives", while in North China, the focus is on the cold chain "7°C, 21 days, refrigerated for freshness".
7°C, 21 days, refrigerated for freshness
So in the end, whether it's bottle marketing or other forms, the core of a brand campaign is the consumer. According to Wei Chuan's official data, in 2016, Daily C juice saw a 40% year-on-year growth in monthly sales, and from July to October, it ranked first in the domestic 100% pure juice category by market share.
Thus, every campaign based on consumer insight, every emotional reminder, triggers a purchase reminder. For brand rejuvenation, after completing brand positioning and strategy changes, enterprises should promptly grasp user needs and make continuous adjustments and optimizations in brand marketing strategy and communication tactics—this is also an effective approach.
-END-
The best domestic FMCG distributor learning platform
Focusing on providing professional, practical, and actionable tutorials for enterprises and distributors
Committed to helping Chinese FMCG distributors grow rapidly
**The most professional and practical knowledge base in the FMCG industry**
Reply with the red number below to get corresponding content
Reply with number 1 to view the complete knowledge base
| **001** Excellent article selection | **002** Distributor market operations | **003** Terminal visit management | **004** Sales supervisor skills | **005** Sales improvement techniques | **006** Channel expansion | **007** Managing distributors | **008** Distributor development | **009** Distributor internal operations management | **010** Team management | **011** Efficient distribution techniques | **012** Sales manager's 18 skills | **013** KA operation strategies | **014** First lesson for new salespeople | **015** Internet, brand | **016** Distributor B2B transformation |
[Long press QR code to follow]


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671