Ylab wins the 2021 VCON Awards
The Nestlé Nestea brand strategy and integrated marketing case wins the 2021 VCON "Emerging Brands" award and "Integrated Marketing of the Year" award in one fell swoop!
About VCON Awards
The VCON Award is the world's first comprehensive, Chinese original award for the creation of emerging brands, focusing on the growth stories and successful experiences of emerging brands and aiming to witness the birth of the next super brand. The VCON Award restricts candidates to the 200 brands that have been shortlisted for 2021 cutting-edge brands and the agents who have served them. Such restriction professionally delineates entrants and allows competition on a higher-level track.
Nestlé enters the Chinese market In 2020 and brings their global strategy of "tasting the refreshing goodness of Nestea." However, China's ready-to-drink tea market has long entered the Red Sea, with fierce competition between new and old brands within the category. At the same time, post-95 consumers aged 18-24 are getting more and more difficult to please: the emergence of diverse niche brands has led to changing consumer tastes; cross-border marketing, product innovation, and new gameplay continue to iterate.
How did the returning Nestea seize the hears of the young post-95 consumers? As a refreshing juice tea, we want to encourage the post-95 generation to bravely jump into society, to collide, to merge, but not to lose themselves.
After careful analysis, sophisticated insights, and precise positioning, we used strategy to lay the brand strategy and creatively output the brand attitude, and completed an enthusiastic collision between Nestea and Generation Z.
As the trend becomes mainstream and as young people dominate the world, Nestea accompanied the young people to fight against the world with cool street dances. In the hottest reality show in the summer of 2020, "Street Dance of China," Nestea's "Dare to challenge, dare to stand out" attitude harmonized perfectly with the spirit of street dance. As the special sponsor of "Street Dance of China," Nestea developed in-depth cooperation and binding with hip-hop dancers and the programme through inserted creativity, product placement, and brand mentions.
Thanks to this craze, Nestea has become one of Gen Z’s favourite trendy cool drinks.