Driving growth by focusing on breakfast
Yinlu peanut milk is considered a casual milk beverage, a beverage that consumers drink mainly in casual settings. In order to create new growth opportunities, Yinlu launched a nutritious breakfast peanut milk, targeting the family breakfast. From research, Ylab found that the main decision-makers in the families are usually young mothers. Therefore, our goal became creating a “new” product from an “old” brand to attract new generations of consumers became our goal.
Ylab hoped to build a link between Yinlu peanut milk and breakfast through this new product. We emphasized family sharing and nutritional supplementation to closely link the product with the emotion of spending time together with family, carrying out the brand proposition "Rich love, starts from breakfast." A series of creative spreads based around the Gen Z product endorser Feiyu Chen and breakfast programming and offerings helped consumers quickly build a new understanding of the Yinlu brand.
In response to the problems faced by Yinlu's peanut milk, Ylab managed to empower the brand through a Gen Z celebrity and created a marketing campaign to gain consumer loyalty, including brand TVC, brand KV, promotional gift bags, endorsement IDs, and e-commerce promotion.